George Gerbner's Cultivation Theory

Overview

• Media repeats representations of people or groups over time.
• These repeated representations build up effects on audiences gradually.

Key Points

• Initial Exposure: Seeing a negative or positive representation once may not change beliefs.
• Repetitive Exposure: Continuous exposure to specific representations in media (TV, films, newspapers) leads to gradual acceptance.
• Long-term Impact: Over time, repeated images and narratives shape perceptions and behaviors.

Mechanism

• Gradual Change: Representations seen repeatedly over days, months, and years become ingrained in the audience's mind.
• Shift in Beliefs: Audiences may start accepting media representations as realistic due to constant exposure.
• Behavioral Changes: Changes in perception might lead to changes in behavior.

Influence on Society

• Mainstream Ideas: Repeated representations contribute to what are perceived as mainstream ideas and dominant ideologies.
• Positive Representations: If a group is portrayed positively over time, societal perceptions may shift positively.
• Negative Representations: Conversely, negative portrayals being repeated can lead to societal bias or stereotypes.

Implications

• Media has a powerful role in shaping societal norms and perceptions.
• Awareness of cultivation effects is essential for media literacy.

Summary

• Gerbner's Cultivation Theory emphasizes the slow but steady influence of media representations on audience beliefs and societal norms.