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 – s3260905 Cultivation Theory

2. Agenda Historical background Main arguments Case study Applications Critiques

3. CULTIVATION THEORYHistorical Background In the 1950s, Television became a way of life in US The 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 Gerbner Dean of the Annenberg School of Communications at the University of Pennsylvania in the mid 1960s.

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.

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 Arguments Grand Theft Auto’s victim “Life’s like a video game. You’ve got to die sometime.” Devin Moore 2005 Figure 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 Study Soap dramas end with cancer Cute culture

15. CULTIVATION THEORYApplications Cultivating middle-of-the-road political perspectives.

16. CULTIVATION THEORYApplications

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 behavior Heavy viewers are like to shape their concept of reality from watching TV However, our attitude is also influenced by other factors such as other kinds of media, people, experience or knowledge.

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