This document discusses cultivation theory, which proposes that heavy television viewing can influence viewers' perceptions of reality. It presents the theory's key arguments, including that extensive TV watching over time can gradually shape viewers' beliefs through first and second-order effects. Heavy viewers may see the world as more violent and fear-inducing than it really is. However, attitudes can also be shaped by other media, personal experiences, and social influences. The document examines applications and critiques of cultivation theory.

1. Mai Anh Dao – s3311645 Hoang Dieu Minh – s3260905Cultivation Theory

2. AgendaHistorical backgroundMain argumentsCase studyApplicationsCritiques

3. CULTIVATION THEORYHistorical BackgroundIn the 1950s, Television became a way of life in USThe widespread influence of TV made a concern for many scholars and policy makers-> The birth of CULTIVATION THEORY

4. CULTIVATION THEORYHistorical background Proposed by Professor George GerbnerDean of the Annenberg School of Communications at the University of Pennsylvania in the mid 1960s.

5. CULTIVATION THEORYMain argumentsLooking 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.

7. CULTIVATION THEORYMain arguments‘The more we live with TV, the more invisible it becomes’( Chandler 1995).Watching TV changes the viewer’s attitudes rather than behavior.The exposure to television overtime will shape viewer’s perceptions of reality. Having long term effects which are small, gradual, indirect but significant.

8. CULTIVATION THEORYMain Arguments2 order effects: . First order effects: general beliefs about the world day. . Second order effects: specific attitudes and judgments.Dividing viewers into 2 levels : light viewers, heavy viewers.CULTIVATION THEORYMain ArgumentsHeavy viewers’ demographics:. Young people . Low socio-economic groups .Watching TV more than 4 hours/day .Being affected by Mean World Syndrome(They see the world as a nastier and more violent than what it really is.) . Involved in Resonance – a double dose effect.

9. CULTIVATION THEORYMain Arguments. less selective in what they view . more likely to expect to be involved in violence (eg: game online)

10. CULTIVATION THEORYMain ArgumentsGrand Theft Auto’s victim “Life’s like a video game. You’ve got to die sometime.” Devin Moore 2005Figure 4. Reproduced from: Miller 2005

11. CULTIVATION THEORYMain Arguments . More fearful about life ( eg: worried about walking alone at night, overestimating the size of law enforcement, distrustful of people) . BUT they’re unaware of any influence of TV exposure on their attitudes.

12. CULTIVATION THEORYMain Arguments Scary Staying at home Watching TV

13. CULTIVATION THEORYCase Study: Korean waves’ effects?

14. CULTIVATION THEORYCase StudySoap dramas end with cancerCute culture

15. CULTIVATION THEORYApplicationsCultivating middle-of-the-road political perspectives.

16. CULTIVATION THEORYApplications

17. CULTIVATION THEORYCritiquesWeakness:Our attitudes are likely to be influenced by:Media ( TV, Internet, newspaper, radio,…)

18. People

19. Experience, knowledge.Viewers are selective because the breakdowns by content type are more useful than measures of total viewing.

20. What we’ve discussed?Watching television change the viewer’s attitude rather than behaviorHeavy viewers are like to shape their concept of reality from watching TVHowever, our attitude is also influenced by other factors such as other kinds of media, people, experience or knowledge.