Cultivation then describes the process in which entire publics are affected by content on television. Potter notes Gerbner's intentions for using "cultivation" as an academic term to define his interest in "the more diffuse effects on perceptions that are shaped over a long period of exposure to media messages".
Lawrence Kincaid, Jose G. Rimon II, and Ward Rinehart. To order this publication, please click here. University of Texas - Austin site - note: this website has since been removed. The way TV programming and news affect viewers have a tremendous impact in our society, and this can be related to the idea behind the Cultivation Theory. This theory explores the messages given by media, and the impact in the audience over time.
If a person is exposed to a message over and over, eventually will change its perception of reality. After several years there are many individuals that fear of boarding a plane, and have even withdrawn traveling by air. Many researches have shown that when people are more exposed to violence in the media news, they seem to believe that there is a violence world out there. In many occasion we can see how violence in news and movies have created an impact of kids and teens, which leads them to believe that that is the reality and act upon it.
Editor's note: we have a small team of consultants working on all summary content on this site. This particular summary was researched and posted by the Director of the Editorial Team, Deborah Heimann dheimann comminit. Gerbner has been proven right by recent history of the USA.
The more violent TV becomes kids programs, the news, video games, movies the more people ask or tolerate autoritarian ways of governing sociary. Jacques Brodeur Violence Prevention Consultant.
Phone - Fax - General email info comminit. Skip to Content Skip to Navigation. Cultivation Theory of Mass Media. Theory Summary:. About More knowledge from. Login or register to post comments. I wish there were links to more in-depth presentations rather than these short summaries. Post new comment Login or Register to post comments.
Previous Pause Next. Television is,therefore, considered to contribute independently to the way people perceive social reality. The theory postulates that watching television frequently influences an individual to develop certain ideas of reality or beliefs and assumptions about life that mirror the most consistent or universal values that are showcased on television. The more a person watches television, the more likely he is to be influenced by what he watches when compared to others who watch less but share other similar demographic characteristics.
The theory argues that the media generally presents an image of the world that does not reflect reality. Television images are an exaggeration or fantasy of what actually exists. There is a disproportionate number of handsome gentlemen,beautiful women, crime, wealth and violence. Television offers a plethora of ideas and conceptions on a variety of social and cultural dynamics like race, gender, sexuality, etc. Over a period of time, a fixed image of various groups of people is formed and viewers start to absorb these ideas which they then use as a map to navigate through life.
This constant exposure to the media content cultivates specific values, beliefs, attitudes and desires in people. These newly preconceived notions shape their perception of the world and they ultimately influence how others perceive them. People, therefore, end up unconsciously shaping their thought processes and behaviour based on what they consume. Cultivation theory research views television as a system of messages and tries to understand its function and consequences on an audience.
These messages complement one another and are organic and coherent in nature. Cultivation analysis focuses on the impact of long term cumulative exposure to television. Various studies have supported the claim that those who watch television more frequently, often display higher tendencies of being depressed and lonely, sense of alienation, have feelings of mistrust and think that the world is a malicious place.
A study conducted in an experimental setting saw the outcome, at the end of the test period, that students who watch more action-adventure programs during a six month period are more likely to believe that the world was a very dangerous place.
They also believe that there is a high chance that they would be personally involved in a violent incident. This is in stark contrast compared to the attitudes of other students who did not watch as many action-adventure shows as the test group. Research by L. Shrum has shown that people who watch television frequently are more likely to answer questions faster as well.
They also give answers that reflect the messages or images that are the most common or repeated on television. The cultivation theory has been widely used in the study of violence in television. The theory has been used to explain how children who watch violent cartoons become violent themselves. Music video viewing as a marker of driving after the consumption of alcohol. Croucher, S. Social networking and cultural adaptation: A theoretical model. Journal of International and Intercultural Communication, 4 4 , Gerbner, G.
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