CULTIVATION THEORY OF George GERBNER
Basic Idea <ul><li>Heavy viewing of television creates an exaggerated belief in a mean and scary world </li></ul><ul><li>T...
Defining Violence <ul><li>Overt expression of physical force (with or without a weapon, against self or others) to compel ...
Heavy Viewers <ul><li>Are less selective in what they view </li></ul><ul><li>More likely to expect to be involved in viole...
Mainstreaming <ul><li>Mainstreaming is what happens when heavy viewers develop a commonality of outlook through constant e...
Resonance <ul><li>Resonance occurs  when repeated symbolic portrayals of violence cause viewers to replay  real-life exper...
Critique <ul><li>Heavy viewers often more likely to live in dangerous neighborhoods </li></ul><ul><li>Correlations between...
Upcoming SlideShare
Loading in...5
×

Cultivation Theory

6,631

Published on

Chapter 27

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
6,631
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
156
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Cultivation Theory

  1. 1. CULTIVATION THEORY OF George GERBNER
  2. 2. Basic Idea <ul><li>Heavy viewing of television creates an exaggerated belief in a mean and scary world </li></ul><ul><li>This television effect is enhanced because of the decline of religion as the major storyteller in society </li></ul><ul><li>Television is the major source of violent images </li></ul>
  3. 3. Defining Violence <ul><li>Overt expression of physical force (with or without a weapon, against self or others) to compel involuntary action </li></ul><ul><li>Incidence of portrayal of violence fairly constant </li></ul><ul><li>Two-thirds of major characters caught up in violence; heroes as likely to be implicated as villains </li></ul><ul><li>Less privileged members of society more likely to be victimized: such people are under-represented AND victimized. </li></ul><ul><li>Marginalized people express the most FEAR of violence </li></ul>
  4. 4. Heavy Viewers <ul><li>Are less selective in what they view </li></ul><ul><li>More likely to expect to be involved in violence </li></ul><ul><li>More worried about walking alone at night </li></ul><ul><li>More likely to overestimate the size of law enforcement </li></ul><ul><li>Are more distrustful of people </li></ul>
  5. 5. Mainstreaming <ul><li>Mainstreaming is what happens when heavy viewers develop a commonality of outlook through constant exposure to the same images and labels </li></ul><ul><li>They tend to be conservative but describe themselves as moderate </li></ul>
  6. 6. Resonance <ul><li>Resonance occurs when repeated symbolic portrayals of violence cause viewers to replay real-life experiences with violence over and over. </li></ul><ul><li>Resonance amplifies cultivation patterns </li></ul>
  7. 7. Critique <ul><li>Heavy viewers often more likely to live in dangerous neighborhoods </li></ul><ul><li>Correlations between heavy TV viewing and belief in a mean and scary world tend to be only small, but they are consistent </li></ul><ul><li>Could it be that the mean and scary world belief causes heavy television viewing? </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×