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           Mai Anh Dao – s3311645	Hoang Dieu Minh – s3260905Cultivation Theory
AgendaHistorical backgroundMain argumentsCase studyApplicationsCritiques
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
CULTIVATION THEORYHistorical background				Proposed by 				Professor George GerbnerDean of the Annenberg School of Communications at the University of Pennsylvania in the mid 1960s.
CULTIVATION THEORYMain argumentsLooking at the TV as a social agent and studying the effect of TV exposure.
However, we’d like to expend the theory into another medium, the Internet.
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.
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.
CULTIVATION THEORYMain Arguments. less selective in what they view  . more likely to expect to be involved in violence (eg: game online)
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
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.     
CULTIVATION THEORYMain Arguments                  Scary                   Staying at home                             Watching TV
CULTIVATION THEORYCase Study: Korean waves’ effects?
CULTIVATION THEORYCase StudySoap dramas end with cancerCute culture
CULTIVATION THEORYApplicationsCultivating middle-of-the-road political perspectives.
CULTIVATION THEORYApplications
CULTIVATION THEORYCritiquesWeakness:Our attitudes are likely to be influenced by:Media ( TV, Internet, newspaper, radio,…)
People
Experience, knowledge.Viewers are selective because the breakdowns by content type are more useful than measures of total viewing.
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.

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Cultivation theory

  • 1. Mai Anh Dao – s3311645 Hoang Dieu Minh – s3260905Cultivation Theory
  • 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
  • 17. CULTIVATION THEORYCritiquesWeakness:Our attitudes are likely to be influenced by:Media ( TV, Internet, newspaper, radio,…)
  • 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.
  • 21. Reference24h.com, ‘Cute image of Goo Hye Sun’, image, <http: //hn.24h.com.vn/phim/goo-hye-sun-co-ong-cham-chi-c74a284172.html> 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>ABC News, 2011, ‘Oslo, Norway, Bombing and Camp Shooting’, video recording, http://www.youtube.com/watch?v=nDPD-zub84U&feature=relmfuCalumet, 2010, ‘About Gerbner’, purdue.edu, <http://lass.calumet.purdue.edu/cca/gmj/fa02/about-gerbner.htm> Chandler, D 1995, ‘Cultivation Theory: an Overview’, Aberystwyth University, UK.Cmonstar95, 2007, ‘Banned Wii Games’, video recording, <http://www.youtube.com/watch?v=rRVhquzo4bU>Grooverider, 2007, ‘Video game violence Controversy – Arcade game banned’, video recording, <http://www.youtube.com/watch?v=D2xgIPRDp5g&playnext=1&list=PL4AEB5EA43B42E6B5> Leung, R, 2009, ‘Can a video game lead to murder?’ CBS news, <http://www.cbsnews.com/stories/2005/03/04/60minutes/main678261.shtml>Miller, K 2005, ‘Communication theories: perspectives, processes, and contexts’, 4th edn, McGraw-Hill, USA.Miller, R, 2005, ‘Alabama GTA trial will go forward’, Joystiq, <http://www.joystiq.com/2005/12/14/alabama-gta-trial-will-go-forward>Shrum, LJ 2004, ‘The Psychology of Entertainment Media Blurring the Lines Between Entertainment and Persuasion’, 10thedn, Lawrence Erlbaum Associates Inc., New Jersey.Twisted Stars, 2010, ‘Iris is a Go’, image, <https://twistedstars.wordpress.com/2009/07/18/iris-is-a-go/>Wall paper sweet, 2009, ‘SNSD poster’, image, <http://wallpapersweet.com/view-snsd_poster-other.html >ZProjectKoreaZ 2007, ‘Korean KFC Commercial JeonJi Hyun’, video recording, <http://www.youtube.com/watch?v=H7ZikuVM4I0&NR=1> 

Editor's Notes

  1. http://www.youtube.com/watch?v=n8B8dnbdvr8Group discussion: What do you think about the attack in Norway? Is the world getting worse?
  2. Resonance: This is held to occur when the viewers’ daily life experiences are similar to the scenario broadcasted. -&gt; feel more fearful. Eg: living in high crime rated area.
  3. http://www.youtube.com/watch?v=rRVhquzo4bULink to Social Cognitive Theory ( learning by observing)
  4. 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&apos;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.
  5. Link drama’s trailer: http://www.youtube.com/watch?v=ahd1YDqEz7k&amp;feature=related
  6. Link cute koreancomercial: http://www.youtube.com/watch?v=9ethFwdhjKc
  7. Link: any commecial
  8. CT only focuses on the time exposure.