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Cultivation Theory -methods and analysis
Heavy television viewers are exposed to more violence according to Cultivation Theory. Those who watch 4+ hours per day have a perception that the world is more dangerous, known as the "Mean World Syndrome." The theory proposes that heavy television exposure shapes viewers' understanding of social reality. It cultivates perceptions of violence and fear among heavy viewers compared to those who watch less. The theory was developed by George Gerbner over decades of research analyzing violence in television programming and its effects on viewers' beliefs.
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Cultivation Theory -methods and analysis
- 1. Cultivation Theory Television hasbecome 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 isresponsible 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 ofinvolvement 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 • CultivationDifferential- 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 CultivationTheory • 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 onLong-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 • MeanWorld 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 basisfor 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 IndividualDifferences • 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 toconsider 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 storiesgoverns 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/