เปรียบเทียบวิธี

	Cultivation Differential Analysis	Uses and Gratifications Survey
สาขาวิชา	Communication	Communication
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1976	1973
ผู้ริเริ่ม	George Gerbner & Larry Gross	Elihu Katz, Jay Blumler & Michael Gurevitch
ประเภท	Survey-based comparison of heavy versus light television viewers	Audience-centered survey approach to media motivations and rewards
แหล่งต้นตำรับ	Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 172–199.	Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523.
ชื่อเรียกอื่น	Cultivation differential, Heavy-light viewer differential analysis, Mainstreaming and resonance analysis, Yetiştirme Farkı Analizi	U&G survey, Gratifications sought and obtained survey, Media gratifications measurement, Kullanımlar ve Doyumlar Anketi
ที่เกี่ยวข้อง	4	4
สรุป	Cultivation differential analysis is the analytic core of cultivation theory: it compares the social-reality beliefs of heavy television viewers with those of light viewers to estimate how much exposure to television's recurrent messages 'cultivates' a worldview. The cultivation differential is the percentage-point gap between heavy and light viewers in endorsing a television-consistent belief, examined net of demographic controls and refined by the concepts of mainstreaming and resonance.	The uses and gratifications survey is the dominant audience-centered method in communication research, asking not what media do to people but what people do with media. Codified by Katz, Blumler, and Gurevitch in 1973, it treats audiences as active agents who select media to satisfy social and psychological needs, and it measures those motives and the rewards obtained through structured self-report scales.