This is a comment regarding what we had spoken about in class about the effect vs. cultivation phenomenon in regards to changes in storytelling. Television continually tells us stories without forcibly making us change our minds. The values of television are constantly nourished and sustained. Effect is oriented in change. Change is easy to measure using all sorts of modern tools and equipment. How do you measure no change? How do you measure visual apathy or the amount that someone doesn’t pay attention to a certain program? Would this be different between heavy and light viewers?