2. CULTIVATION
Prof. George Gerbner developed theory in 1960s.
Research find out how watching television affects
viewers’ perception
Media cultivates and shapes
viewers perception of social reality
3. EFFECTS
In 1976, Gerbner along with Larry Gross of the University
of Pennsylvania expanded the theory
Theory focuses the spontaneous influence on the viewers
Viewers are said to be cultivating behaviors by watching
virtual and fictional from TV
4. CULTIVATION THEORY
The more watch television, the more is influenced by
media
Unlike PRINT: Does not require literacy
Unlike MOVIES: TV is “free” and is always running
Unlike RADIO: Show and tell, not just tell
Unlike THEATRE/CONCERTS: does not require mobility
5. CULTIVATION THEORY
Users are most vulnerable to media messages and agendas
Users believe whatever media claims to be true and
accurate
Who watch TV for less than 2 hours a day- light viewers
Who watch TV for 4 or more hours a day- heavy viewers
6. CULTIVATION THEORY
It shows difference between light viewers and heavy
viewers
Television has long-term effects
Educated people tend to watch less television and are less
influenced by what is shown on it
7. CULTIVATION THEORY
Media is likely to expose people to violence and
negativity
As a result, people become afraid to face the world
They start developing a mental condition called ‘Mean
World Syndrome’ and perceive the world to be mean to
them
8. CULTIVATION THEORY
Cultivation is divided into two parts:
First Order: It is an individual’s belief about the world in
general
Second Order: It is an individual’s specific beliefs and
attitudes towards other individual or group of individual
9. CULTIVATION THEORY
People believe whatever is shown in media unconsciously
Media is used to maintain status quo.
Media influences attitudes, beliefs, meanings and
perception in a society
10. CULTIVATION THEORY
Media has the most persuasive power in society.
Television has long-term indirect but significant effects
Media shapes what people think
Mean World Syndrome is the result of televisions’ portrayal
of violence
11. MEAN WORLD SYNDROME
People know that Harry Potter world does not exist
But, they still root for it
12. CRITICISM OF THEORY
The theory focuses on television only
Has not considered effects of other media and human
experiences
More fearful people can be watching more television
Variables like, Age, location, education and sex have
removed cultivation effects
Most of the people do not believe what they see on TV