2. Cultivation Analysis
• TV & other mediaplay an extremely important
role in how people view their world.
• Mediated sources (messages that is
transmitted through the media) can shape a
person’s sense of reality.
6. Cultivation Analysis: Processes & Products 1
The 4-Step Process: Some researchers explain how to
analyze situation with cultivation analysis in 4-step process:
1. Message system analysis: observe the content of the
media.
2. Formulation of questions about viewers social
realities: develop questions to be answer by the
audience
3. Surveying the audience: interview the audience with
the questions already develop
4. Comparing the social realities of light & heavy viewers:
finds out the cultivation differential: light vs heavy
viewers
7. Cultivation Analysis: Processes & Products 2
Mainstreaming & Resonance: how tv contribute to
viewers’ conceptions of social reality can be explain
through 2 ways;
1. Mainstreaming – the tendency of heavy viewers to
perceive a similar culturally dominant reality to that
pictured on the media although this differs from
actual reality.
2. Resonance – occurs when a viewers lived reality allign
with the reality pictured in the media.
8. Cultivation Analysis: Processes & Products 3
The Mean World Index:
• Most people are just looking out for themselves.
• You cannot be too careful in dealing with people
• Most people would take advantage of you if they got
the chance
Heavy viewers seeing the world as a meaner place than
the light viewers.
9. Uses & Gratifications Theory
• People are active in choosing & using
particular media to satisfyspecific needs.
• Media consider as having limited effect on
people because the audience are able to
exercise control & choice.
10. Uses & Gratifications Theory:
Assumption 1
• The audience is active & its media use is goal
oriented
11. Uses & Gratifications Theory:
Assumption 2
• The initiative in linking need gratification to a
specific medium choice rests with the
audience member
12. Uses & Gratifications Theory:
Assumption 3
• The media compete with other sources for
need satisfaction
13. Uses & Gratifications Theory:
Assumption 4
• People have enough self-awareness of their
media use, interests, & motives to be able to
provide researchers with an accurate picture
of that use
14. Uses & Gratifications Theory:
Assumption 5
• Value judgements of media content can only
be assesed by the audience
15. Uses & Gratifications Theory:
The Active Audience. Audience mengkonsumsi media
secara aktif dg cara sbb:
1. Utility: media memiliki kegunaan u/ individu &
individu dpt memanfaatkannya. Cth: mendengarkan
radio u/ memperoleh informasi, menonton tv u/
mendptkan hibura.
2. Intentionality: kegunaan media bg individu
tergantung dr motif seseorg mengkonsumsinya. Cth:
dlm situasi lelah, seseorg menonton program komedi.
Dlm situasi khawatir seseorg menonton program
berita
16. Uses & Gratifications Theory:
The Active Audience (lanjutan)
3. Selectivity: penggunaan media o/ khalayak
menunjukan minat mrk.
4. Imperviousness to influence: saat
mengkonsumsi isi media, audience akan
membentuk maknanya secara personal & sulit
diubah
17. Uses & Gratifications Theory:
Uses & Gratification and the New Media
• Sebagian peneliti menganggap bahwa teori
uses & gratification harus diadaptasi jika
digunakan u/ menganalisa media baru (new
media)
