By Jacob Wackernagel
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Extra info for Altindische Grammatik - Introduction générale : Nouvelle édition du texte paru en 1896, au tome I, Louis Renou
The media provide a stimulus, to which the reader, listener or viewer directly responds. Cultivation theory of the media An alternative perspective on the effects of the media is cultivation theory. The assumption is that viewers' behaviour and attitudes are not directly and immediately effected by the media, rather people's general views of reality are gradually affected by exposure to the media. Alexis Tan's (1979) study of the effect of advertisements is an example of the cultivation approach.
Miles criticises the Weberian underclass thesis for exaggerating the disadvantage suffered by black groups and placing too much emphasis on racial discrimination ratherthan on the dynamics of class conflict. Whatever the actual social and economic conditions faced, for example, by Black or Jewish people they do not constitute, for all time, an 'underclass'. The privations and abuse they suffer is a function of hegemonic racism (see page 14). To see ethnic minorities as an 'underclass' denies the historical process and gives credibility to the negative stereotypes (Cohen and Bains, 1988, p.
An alternative approach considers the way that the audience makes use of the mass media. Some researchers consider how media messages are produced, while others look at the content of the messages. The study of the media involves several different perspectives and aims. It thus provides an accessible example of the different methodologies that social researchers can adopt. Although we show the full range of media research in this chapter, we do not attempt to go into the details of all the different techniques.
Altindische Grammatik - Introduction générale : Nouvelle édition du texte paru en 1896, au tome I, Louis Renou by Jacob Wackernagel