The impact of television

Gerbner focused his studies on the impact of television on viewers. He wanted to understand how the broad pattern of television messages impact public knowledge and shape collective perceptions.

Gerbner pointed out the following:

• Television was the leading storytelling medium in society.
• It was a resource for the most broadly shared information and concentrated into a consistent set of messages.
• As a mass medium, television restricts choice because it must appeal to large audiences.