heavy viewers

Quick Reference

In Gerbner's cultivation theory, people who watch television more than four hours a day. These are the television viewers who Gerbner found to be most likely to be subject to attitudinal effects based on the ways in which the world is framed by television programmes, especially regarding topics of which the viewer has little first-hand experience. Light viewers may have more sources of information than heavy viewers. Heavy viewers are also seen as more likely to be affected by mainstreaming.

Subjects: Media Studies.

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