The document discusses cultivation theory, initially proposed by George Gerbner and Larry Gross, which examines how long-term television watching affects viewers' perceptions of reality. It includes case studies on violence in media and its impact on body image, specifically referencing the Victoria's Secret fashion show, which influences societal beauty standards and personal body image dissatisfaction. The conclusion emphasizes the significant role of television and mass media in shaping perceptions and behaviors related to violence and body image.

1. Students: Hoang Thanh Ha – s3446504 &
Nguyen Tra My – s3462940
Lecture: Nguyen Thi Hong Phuong
Date: 17 July 2014
Cultivation theory

2. Warm-up activity
Where is this?
Write 2 adj describe Paris.
How do you know?

3. Outline
1. Historical background
2. Original cultivation theory
3. Case study: the violence on TV
4. Broader view: Body image
5. Case study: Victoria Secret Show
6. Discussion
7. Conclusion
8. Reference list

4. Background
 History of TV
 1831: the era of electronic communication
 1950s: television became a way of life in US
 1992: 900 million television sets in use around the
world
(Bell and Gray, 2010)

5. Original cultivation theory
• Proposed by Professor
George Gerbner & Larry
Gross of the university of
Pennsylnavia in 1970s
• Definition: “Cultivation
theory is the study
examines the long-term
effects of television”
(James Shanahan & Michael
Morgan 1999)

6. Original cultivation theory
Categorized Television Viewers
Heavy viewers saw the world as more dangerous than light
viewers
(James Shanahan & Michael Morgan 1999)

7. Original cultivation theory
 Bystander effect
 Aggressor effect
 Victim effect
The major effects of heavy
viewers:
(Encyclopedia of Children,
Adolescents, and the Media 2007)

8. Case Study

9. A Broader Look of Cultivation Theory
 “The images in advertising and programming
effects human perception about body image.”
(Myer et.al, 1992)
Changing standard

10. The relation of cultivation and body image
 The idea of body image on TV
- Contribute to body knowledge
- Create the model of “ perfect body”
Change human perception visually
(Belden,2010)

11. The relation of cultivation and body
image
 E.g: A survey named Body Confidence in UK(
2010)
- Participant: 810 young people from 18 to 25 (>4
hr watching TV)
Reproduce from YMCA group (2010)

12. Cultivation changes beauty standard
 A new way to evaluate ‘Beauty’
E.g: + The thin idea
+ The sexy iconic
 The differences from beauty standard in the past
(Serdar, 2008)

13. Case Study: Victoria Secret
Show
 Key message: Enhances woman’s nature beauty
 Concept: A show case of woman with luxury
lingerie
 Key visual: Sexy Vitoria Secret’s Angels
( Victoria Secret official website, n.d)
 Rating: 9,71 million viewers (only in CBS)
( Faughnder 2013)

14. Victoria Secret Show effects
 After watching VSs 2010
-53% of women (30-40) is unhappy with their body
- 78% young adult (18-25) want to look like models
(Utt, 2011)
 Psychological construct and physical changes
- Low Carb
- Gym and fitness
- Cosmetic surgery
 Wrong way applying model’s diets
- E.g: + Adriana Lima back to stage after 2 months birth giving
+ Miranda Kerr with shocked diets
Effect human behavior and body image
(Kay, n.d)

15. Discussion
 Key learning
- The huge influence of TV/ mass media
- Negative messages and
misunderstanding
 Vietnam context:
- Peer pressure and mass media
- Perception and physical changing

16. Conclusion
 History of TV
 Original cultivation theory: Violence
effects
 A Broader look of theory: Body
Image

17. References
 Bell, E. and Gray, A. (2010). Televising history. 1st ed. Basingstoke
[U.K.]: Palgrave Macmillan.
 Encyclopedia of Children, Adolescents, and the Media. (2007).
Sage Publications.
 Jamie, U. (2011). Profitable Objectification: The Victoria's Secret
Fashion Show. [online] Change From Within. Available at:
http://changefromwithin.org/2011/12/01/profitable-objectification/
[Accessed 16 Jul. 2014].
 Kasey L, S. (2014). Westminster College: a private comprehensive
liberal arts college in Salt Lake City, UT, offering undergraduate and
graduate degrees in liberal arts and professional programs,
including business, nursing, education and communication.. [online]
Westminstercollege.edu.
http://www.westminstercollege.edu/myriad/index.cfm?parent=...&de
tail=4475&content=4795 [Accessed 16 Jul. 2014].
 Myers, P. (2014). [online] Shareok.org. Available at:
https://shareok.org/bitstream/handle/11244/6933/Department%20of

18. References
 Myers, P. and Biocca, F. (1992). The elastic body image: The
effect of television advertising and programming on body image
distortions in young women. Journal of communication, 42(3),
pp.108--133.
 Nguyen, T 2012, “Hỏng mắt do súng đồ chơi”, Gia Dinh Online
Newspaper, viewed 16 July 2014, <http://giadinh.net.vn/suc-
khoe/hong-mat-do-sung-do-choi-20121015103646300.htm>
 Rhiannon, K. (2014). Body Image Issues and Victoria’s Secret
Angels. Our Home Town. [online] Available at:
http://www.ourhometown.ca/lifestyle/RK0010.php [Accessed 16
Jul. 2014].
 Ryan, F. (2013). TV ratings: 'Victoria's Secret Fashion Show'
wins; 'SHIELD' hits low. Los Angeles Times. [online] Available at:
http://TV ratings: 'Victoria's Secret Fashion Show' wins; 'SHIELD'
hits low [Accessed 16 Jul. 2014].
 Shanahan, J. and Morgan, M. (1999). Television and the
mainstream. 1st ed. New York: Cambridge University Press.