Drs. C. Mo Bahk and Kurt Neuwirth have been investigating ‘drench’ effects of media portrayals of volcanic disaster. Drench analysis is a relatively new approach to media effects research in the field of communication. In contrast to the ‘cultivation’ perspective which regards media effects as resulting from gradual, cumulative exposure to mediated representations of the real world, the drench analysis acknowledges that some media presentations and role portrayals may generate intense, lasting impacts on some individuals.
       The results of this study particularly demonstrate the potential or drench analysis as a micro-level theoretical approach to the explanation of media effects that would also be compatible with the cultivation analysis as a macro-level approach. The drench analysis is expected to more clearly delineate the effects of dramatic media messages that may have been obscured previously by aggregate analytic treatments.The study is currently under review for conference presentation and publication.

[CECS Homepage] [Department of Communication Home Page]
[University of Cincinnati Home Page]

Last modified on May 24, 1999