http://www.youtube.com/watch?v=n8B8dnbdvr8Group discussion: What do you think about the attack in Norway? Is the world getting worse?
Resonance: This is held to occur when the viewers’ daily life experiences are similar to the scenario broadcasted. -> feel more fearful. Eg: living in high crime rated area.
http://www.youtube.com/watch?v=rRVhquzo4bULink to Social Cognitive Theory ( learning by observing)
Devin is a teenager. For hundreds of hours, he played Grand Theft Auto which is a world governed by the laws of depravity. See a car you like? Steal it. Someone you don't like? Stomp her. A cop in your way? Blow him away. Based on that concept, Devin killed 3 men, 2 of them were police when he was suspected for stealing a car.
Link drama’s trailer: http://www.youtube.com/watch?v=ahd1YDqEz7k&feature=related
Link cute koreancomercial: http://www.youtube.com/watch?v=9ethFwdhjKc
Link: any commecial
CT only focuses on the time exposure.
1. Mai Anh Dao – s3311645<br /> Hoang Dieu Minh – s3260905<br />Cultivation Theory<br />
3. CULTIVATION THEORYHistorical Background<br />In the 1950s, Television became a way of life in US<br />The widespread influence of TV made a concern for many scholars and policy makers<br />-> The birth of CULTIVATION THEORY<br />
4. CULTIVATION THEORYHistorical background<br /> Proposed by <br /> Professor George Gerbner<br />Dean of the Annenberg School of Communications at the University of Pennsylvania in the mid 1960s.<br />
5. CULTIVATION THEORYMain arguments<br /><ul><li>Looking at the TV as a social agent and studying the effect of TV exposure.
6. However, we’d like to expend the theory into another medium, the Internet. </li></li></ul><li>
7. CULTIVATION THEORYMain arguments<br />‘The more we live with TV, the more invisible it becomes’( Chandler 1995).<br />Watching TV changes the viewer’s attitudes rather than behavior.<br />The exposure to television overtime will shape viewer’s perceptions of reality. <br />Having long term effects which are small, gradual, indirect but significant.<br />
8. CULTIVATION THEORYMain Arguments<br /><ul><li>2 order effects:</li></ul> . First order effects: general beliefs about the world day.<br /> . Second order effects: specific attitudes and judgments.<br /><ul><li>Dividing viewers into 2 levels : light viewers, heavy viewers.</li></li></ul><li>CULTIVATION THEORYMain Arguments<br />Heavy viewers’ demographics:<br />. Young people<br /> . Low socio-economic groups<br /> .Watching TV more than 4 hours/day<br /> .Being affected by Mean World Syndrome<br />(They see the world as a nastier and more violent than what it really is.)<br /> . Involved in Resonance – a double dose effect.<br />
9. CULTIVATION THEORYMain Arguments<br />. less selective in what they view<br /> . more likely to expect to be involved in violence (eg: game online)<br />
10. CULTIVATION THEORYMain Arguments<br />Grand Theft Auto’s victim<br /> “Life’s like a video game.<br /> You’ve got to die sometime.”<br /> Devin Moore 2005<br />Figure 4. Reproduced from: Miller 2005 <br />
11. CULTIVATION THEORYMain Arguments<br /> . More fearful about life ( eg: worried about walking alone at night, overestimating the size of law enforcement, distrustful of people)<br /> . BUT they’re unaware of any influence of TV exposure on their attitudes.<br /> <br />
13. CULTIVATION THEORYCase Study: Korean waves’ effects? <br />
14. CULTIVATION THEORYCase Study<br />Soap dramas end with cancer<br />Cute culture<br />
15. CULTIVATION THEORYApplications<br />Cultivating middle-of-the-road political perspectives.<br />
16. CULTIVATION THEORYApplications<br />
17. CULTIVATION THEORYCritiques<br />Weakness:<br />Our attitudes are likely to be influenced by:<br /><ul><li>Media ( TV, Internet, newspaper, radio,…)
19. Experience, knowledge.</li></ul>Viewers are selective because the breakdowns by content type are more useful than measures of total viewing.<br />
20. What we’ve discussed?<br />Watching television change the viewer’s attitude rather than behavior<br />Heavy viewers are like to shape their concept of reality from watching TV<br />However, our attitude is also influenced by other factors such as other kinds of media, people, experience or knowledge.<br />
21. Reference<br />24h.com, ‘Cute image of Goo Hye Sun’, image, <http: //hn.24h.com.vn/phim/goo-hye-sun-co-ong-cham-chi-c74a284172.html> <br />24h.com, 2010, ‘Van hoa game online co phai qua xa xi?’, <http://hn.24h.com.vn/tin-game/van-hoa-game-online-co-phai-qua-xa-xi-c471a309421.html><br />ABC News, 2011, ‘Oslo, Norway, Bombing and Camp Shooting’, video recording, http://www.youtube.com/watch?v=nDPD-zub84U&feature=relmfu<br />Calumet, 2010, ‘About Gerbner’, purdue.edu, <http://lass.calumet.purdue.edu/cca/gmj/fa02/about-gerbner.htm> <br />Chandler, D 1995, ‘Cultivation Theory: an Overview’, Aberystwyth University, UK.<br />Cmonstar95, 2007, ‘Banned Wii Games’, video recording, <http://www.youtube.com/watch?v=rRVhquzo4bU><br />Grooverider, 2007, ‘Video game violence Controversy – Arcade game banned’, video recording, <http://www.youtube.com/watch?v=D2xgIPRDp5g&playnext=1&list=PL4AEB5EA43B42E6B5> <br />Leung, R, 2009, ‘Can a video game lead to murder?’ CBS news, <http://www.cbsnews.com/stories/2005/03/04/60minutes/main678261.shtml><br />Miller, K 2005, ‘Communication theories: perspectives, processes, and contexts’, 4th edn, McGraw-Hill, USA.<br />Miller, R, 2005, ‘Alabama GTA trial will go forward’, Joystiq, <http://www.joystiq.com/2005/12/14/alabama-gta-trial-will-go-forward><br />Shrum, LJ 2004, ‘The Psychology of Entertainment Media Blurring the Lines Between Entertainment and Persuasion’, 10thedn, Lawrence Erlbaum Associates Inc., New Jersey.<br />Twisted Stars, 2010, ‘Iris is a Go’, image, <https://twistedstars.wordpress.com/2009/07/18/iris-is-a-go/><br />Wall paper sweet, 2009, ‘SNSD poster’, image, <http://wallpapersweet.com/view-snsd_poster-other.html ><br />ZProjectKoreaZ 2007, ‘Korean KFC Commercial JeonJi Hyun’, video recording, <http://www.youtube.com/watch?v=H7ZikuVM4I0&NR=1><br /> <br />