Cultivation Theory is one of the most influential theories of Mass Communication.

1. Cultivation Theory
Television has become the main source of storytelling in today's
society. Those who watch four or more hours a day are labeled
heavy television viewers and those who view less then four hours
per day, according to Gerbner are light viewers. Heavy viewers
are exposed to more violence and therefore are effected by the
Mean World Syndrome, an idea that the world is worse then it
actually is. According to Gerbner, the overuse of television is
creating a homogeneous and fearful populace.

2. George Gerbner
(August 8, 1919 –
December 24, 2005)
Larry P. Gross
( 1942 - )
Annenberg School of Communication & Journalism
University of South California, USA

3. The Theory
• Theorists: George Gerbner
• Time: 1968 Cultural Indictors Programme
• Ontological Assumptions:
deterministic---X----------------free will
• Epistemological Assumptions:
Truth---X-------------------------------truths
• Axiological Assumptions:
value neutral---------X------------value laden

4. Assumptions
• TV is responsible for shaping/cultivating
viewer’s everyday reality.
• The combine effect of massive TV exposure
over a period of time affect individual and
society as a whole.
• It impacts the viewer subtly.
• The effects are small, gradual and indirect but
cumulative and significant.

5. Methodology!
• What is “violence”? “the overt expression of
physical force(with or without weapon), compelling
action against one’s will on pain of being hurt
and/or killed or threatened to be victimized, as a
part of the plot”.
• What? Drama, Cartoons, News and news magazines
(Drams- 5 violent incidents/hour)
• How? 22 years- random week- prime time and
weekend children’s programming- Survey
• 3000 TV programmes & 35,000 Characters
• Violence was found stable over the years

6. Predictions
1. Chances of involvement in violence: (Light vs
Heavy- 1:10 to 1:100 weekly odds
2. Fear of walking alone in night: women more
afraid then men, Heavy overestimated
criminal activity
3. Perceived activity of police
4. General mistrust of people – “the mean
world syndrome”
Cultivation differentials

7. TV- 3 Bs
• Blurs traditional
distinction of views
about the world
• Blends TV’s realities
into cultural
mainstream
• Bends content owners
interests to the
mainstream
• Graphic Violence
in Media
Does it -
• Glamorize?
• Desensitize?
• Help us tolerate?
• Stunt our
empathy for
fellow beings?

8. Key Concepts
• Cultivation Differential- Difference in
perceptions and beliefs between heavy TV
viewers and those who watch less television.
• Mainstreaming - Television content promotes
a dominant set of values and ideologies that
cut across different social groups.
• Resonance - Real-life experiences align with
the portrayals seen on television.

9. Examples of Cultivation Theory
• Violence and Fear of Crime
• Stereotyping and Social Perceptions
• Political Attitudes and Ideologies
• Consumer Behavior and Materialism
• Gender Roles and Body Image
• Environmental Attitudes
• Perceptions of Law Enforcement and Justice

10. Advantages
• Focus on Long-Term Effects
• Broad Applicability
• Empirical Support
• Insights into Media Influence
• Exploration of the Socialization Process
• Consideration of Culturally Shared Meanings
• Insights into Media Effects on Marginalized
Groups
• Practical Applications

11. Empirical Evidences
• Mean World Syndrome: This term was coined by
George Gerbner to describe heavy TV viewers’
perception that the world is more dangerous and
violent than it actually is.
• Long-Term Effects: Longitudinal studies have
demonstrated that the cultivation effect
intensifies over time.
• Social and Political Attitudes: Exposure to certain
political ideologies through television can
influence viewers’ opinions on various issues.

12. Strengths
• Provides basis for social change
• Acknowledges role of Television
• Scientific theory with one truth
• Macro and Micro theories
• Empirical to confirm widely held humanistic
assumptions
• Redefines effects more than mere observable
behavioural change

13. Weaknesses
• Neglecting Individual Differences
• Oversimplification of Media Influence
• Limited Scope of Media Effects
• Causality and Third-Variable Issues
• Lack of Causality
• Neglect of Other Media Forms
• Limited Scope of Cultivation Differential
• Inattention to Audience Interpretation
• Focus on Mainstream Content
• Homogeneity of Heavy Viewers
• Applicability to Complex Issues

14. Critique
• What to consider violence- violence in different
shows in different forms!
• Assigning a numerical value to heavy television
viewing
• Definition of ‘heavy’ need reexamination
• Assumes homogenity of violence
• TV causes violence is hard to prove.
• Interpretation of realities by different people is
neglected
• Difficult to apply to media used less heavily then TV

15. Who tells stories governs human
behaviour
It used to be the parent, the school,
the church, the community. Now its
handful of global conglomerates
that have nothing to tell but
everything to sell
George Gerbner

16. Resources
• https://helpfulprofessor.com/
• https://studymasscom.com/
• https://www.uky.edu/~drlane/capstone/