Question

Which of the following is a key critique of two of the main theories of media use, Cultivation Theory and Social Learning Theory?

Both Cultivation Theory and Social Learning Theory assume that people consuming the same media will respond to it in similar ways; as such, research using these theories does not account for individual differences in media consumption.

Both Cultivation Theory and Social Learning Theory were developed more than 50 years ago and do not reflect modern types and uses of media; as such, research using these theories is outdated and not valid.

Both Cultivation Theory and Social Learning Theory depict the media consumer as a passive recipient of the media’s effects; as such, the research using these theories often interpret correlations between media use and attitudes or behavior as causation.

Both Cultivation Theory and Social Learning Theory were developed in industrialized countries; as such, research using these theories is biased toward developed countries’ socialization goals regarding media use.

Answer 1

The critique of Cultivation Theory and Social Learning Theory is that they do not account for individual differences in media consumption and often view media users as passive recipients of media effects. Media anthropology and empirical research suggest a more nuanced interaction where media serve as tools for cultural preservation and transmission, and individuals actively engage in the social construction of reality.

Step-by-step explanation:

A key critique of Cultivation Theory and Social Learning Theory is that they depict the media consumer as a passive recipient of the media's effects. These theories often interpret correlations between media use and attitudes or behaviors as causation, without adequately considering an individual's active role in interpreting and responding to media content. Research using these theories does not account for individual differences in media consumption which can significantly influence media effects.

Moreover, media anthropology suggests that mass media are key instruments for preserving and transmitting traditional cultures as well as modernity. Thus, media consumption can also have diverse effects based on varying cultural contexts. Given the complexities of technology and media usage, no single theory can fully explain the multifaceted interactions between people and media.

It is important to recognize that media have a socializing influence, but the extent of this influence compared to other socialization agents is still a subject of empirical research. The process of social construction of reality through media suggests a more interactive relationship between media consumers and the content they engage with, contrary to the assumptions of Cultivation Theory and Social Learning Theory.