Methoden vergleichen

	Media System Dependency Analysis	Cultivation Analysis
Fachgebiet	Communication	Communication
Familie	Process / pipeline	Process / pipeline
Entstehungsjahr	1976	1976
Urheber	Sandra Ball-Rokeach & Melvin DeFleur	George Gerbner & Larry Gross
Typ	Survey approach to audience reliance on media to meet goals	Two-part method linking media message systems to audience worldviews
Wegweisende Quelle	Ball-Rokeach, S. J., & DeFleur, M. L. (1976). A dependency model of mass-media effects. Communication Research, 3(1), 3–21.	Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 173–199.
Aliasnamen	Media dependency analysis, MSD analysis, Dependency theory measurement, Medya Bağımlılığı Analizi	Cultivation theory analysis, Cultivation research, Mean world / message-system analysis, Kültivasyon Analizi
Verwandt	4	4
Zusammenfassung	Media system dependency analysis operationalizes Ball-Rokeach and DeFleur's 1976 theory that media effects are strongest when individuals depend heavily on the media system to attain personal goals — understanding their world, orienting their actions, and finding diversion. The method surveys the intensity of these dependency relations and relates them to cognitive, affective, and behavioral effects of media.	Cultivation analysis is the research method underlying cultivation theory, which holds that long-term, cumulative exposure to television gradually shapes viewers' conceptions of social reality. Developed by George Gerbner and Larry Gross in the 1970s as part of the Cultural Indicators project, it combines a systematic content analysis of recurring media messages with survey comparisons of heavy versus light viewers to estimate how much television 'cultivates' a shared, often distorted, view of the world.