Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cultivation theory


Published on

This our PowerPoint for the Cultivation theory. We give a sincere

Cultivation theory

  1. 1. Mai Anh Dao – s3311645<br /> Hoang Dieu Minh – s3260905<br />Cultivation Theory<br />
  2. 2. Agenda<br />Historical background<br />Main arguments<br />Case study<br />Applications<br />Critiques<br />
  3. 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. 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. 5. CULTIVATION THEORYMain arguments<br /><ul><li>Looking at the TV as a social agent and studying the effect of TV exposure.
  6. 6. However, we’d like to expend the theory into another medium, the Internet. </li></li></ul><li>
  7. 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. 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. 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. 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. 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 />
  12. 12. CULTIVATION THEORYMain Arguments<br /> Scary Staying at home<br /> Watching TV<br />
  13. 13. CULTIVATION THEORYCase Study: Korean waves’ effects? <br />
  14. 14. CULTIVATION THEORYCase Study<br />Soap dramas end with cancer<br />Cute culture<br />
  15. 15. CULTIVATION THEORYApplications<br />Cultivating middle-of-the-road political perspectives.<br />
  16. 16. CULTIVATION THEORYApplications<br />
  17. 17. CULTIVATION THEORYCritiques<br />Weakness:<br />Our attitudes are likely to be influenced by:<br /><ul><li>Media ( TV, Internet, newspaper, radio,…)
  18. 18. People
  19. 19. Experience, knowledge.</li></ul>Viewers are selective because the breakdowns by content type are more useful than measures of total viewing.<br />
  20. 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. 21. Reference<br />, ‘Cute image of Goo Hye Sun’, image, <http: //> <br />, 2010, ‘Van hoa game online co phai qua xa xi?’, <><br />ABC News, 2011, ‘Oslo, Norway, Bombing and Camp Shooting’, video recording,<br />Calumet, 2010, ‘About Gerbner’,, <> <br />Chandler, D 1995, ‘Cultivation Theory: an Overview’, Aberystwyth University, UK.<br />Cmonstar95, 2007, ‘Banned Wii Games’, video recording, <><br />Grooverider, 2007, ‘Video game violence Controversy – Arcade game banned’, video recording, <> <br />Leung, R, 2009, ‘Can a video game lead to murder?’ CBS news, <><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, <><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, <><br />Wall paper sweet, 2009, ‘SNSD poster’, image, < ><br />ZProjectKoreaZ 2007, ‘Korean KFC Commercial JeonJi Hyun’, video recording, <><br /> <br />