Cultivation Theory

Definition

• Cultivation Theory posits that heavy television exposure significantly influences our perception of reality.
• Frequent exposure to specific media depictions may lead individuals to believe these portrayals accurately reflect societal norms.
  • Example: Frequent viewing of crime shows might lead to heightened fear of local crime.

Background

• Emergence due to increasing accessibility of radio and television.
• Scholars and politicians explored media impacts on the public.
• Key Research Areas by George Gerbner (1973):
  1. Institution process analysis: Examines the power dynamics between mass media and organizations.
  2. Message systems analysis: Studies symbols used in media texts.
  3. Cultivation analysis: Assesses the impact of media images on audience attitudes and beliefs.

Mean World Syndrome

• Heavy media consumers (over 4 hours/day) may see the world as more dangerous.
• Gerbner demonstrated that heavy viewers often see the world as more violent.

Mainstreaming and Resonance

• Mainstreaming: Television creates a common viewpoint among diverse audiences, leading to shared values.
• Resonance: When media narratives mirror reality, viewers may assimilate TV depictions into their worldview.

Socialization and Enculturation

• Television's pervasive influence shapes societal norms and values.
• Enculturation: Internalizing dominant ideologies through repeated media exposure.

Examples and Applications

• Cultivation Theory extends to other media like newspapers and YouTube.
• Useful for examining the representation of ideologies and societal values.
  • Examples include gender roles, beauty standards, and junk food perceptions.

Related Theories

• Bardic Function of Television: Media as a reflector and reinforcer of cultural values.
• Social Learning Theory (Bandura): Young people imitate behaviors seen on screen.

Exam Practice and Revision

• Applying Gerbner’s concepts to various media texts can deepen understanding.
• Resources are available for practice, particularly regarding gender and enculturation.