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Cultivation Theory

Cultivation theory, introduced by George Gerbner in the 1960s, examines how television influences viewers' perceptions of social reality, particularly through the portrayal of violence and gender stereotypes. The theory posits that regular exposure to media can lead to a 'mean world syndrome,' where viewers perceive the world as more dangerous than it is, and concepts like mainstreaming and resonance further amplify these effects. Overall, heavy television consumption can homogenize societal views and shift individual perspectives towards a collective worldview shaped by media narratives.

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27 views6 pages

Cultivation Theory

Cultivation theory, introduced by George Gerbner in the 1960s, examines how television influences viewers' perceptions of social reality, particularly through the portrayal of violence and gender stereotypes. The theory posits that regular exposure to media can lead to a 'mean world syndrome,' where viewers perceive the world as more dangerous than it is, and concepts like mainstreaming and resonance further amplify these effects. Overall, heavy television consumption can homogenize societal views and shift individual perspectives towards a collective worldview shaped by media narratives.

Uploaded by

arabellah shainnah rosales
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CULTIVATION THEORY

COMM112
CULTIVATION THEORY
Cultivation theory (or cultivation analysis) was introduced in the 1960s by
Hungarian-born American professor George Gerbner to examine television’s
influence on viewers (Gerbner, 1969). The findings of Gerbner were later
expanded upon and developed by the American screenwriter Larry Gross.
This theory implies that those exposed to media interpret social realities
according to how such realities are portrayed in the media.
Television’s ability to stabilize and homogenize societal views is an example
of cultivation theory. Children who watch commercial TV have notably more
sex-stereotypical views of women and men than children who don’t watch
commercial TV.
Of particular interest during the initial stage of research was the possible
impact of exposure to violence on the viewers of television programs (Settle,
2018).
CULTIVATION THEORY AND
TELEVISION

Gerbner’s primary focus was centered on the role of


television. This approach also involved several key
assumptions. First, television was distinguished as a
unique form of mass media (Gerbner et al., 1978).
THE MEAN WORLD SYNDROME
During the exploration of the effects of television viewing, Gerbner (1980) also
coined the term mean world syndrome to describe the cognitive bias whereby
television viewers exposed especially to violent content were more likely to see
the world as more dangerous than it actually is.

Because television programming significantly shaped attitudes toward and


opinions of reality, regular viewers of violent content were likely to experience
more fear, pessimism, increased anxiety, and greater alertness to imaginary
threats.
Alternatively, those who watched little television were more likely to view the
world as less dangerous (Vinney, 2020).
MAINSTREAMING Resonance is the similarity that television
AND RESONANCE narratives may share with the everyday lives
of the viewers (Gerbner, 1998).
As cultivation theory gained more traction, Gerbner and
his colleagues introduced the concepts of mainstreaming According to Gerbner, this congruence
and resonance to further refine their theory. constitutes a double dose of messages which
amplify the effects of cultivation. Such
Mainstreaming is the process wherein amplified patterns of cultivation may
consistent exposure to the same labels and significantly impact society (Griffin, 2012).
images induces television viewers from diverse For instance, when those who have already
backgrounds to adopt a homogenous outlook of experienced crimes see more violence on
the world (Griffin, 2012; Perse, 2005).
television, their perception of the world as
Therefore, traditional distinctions among groups
scary is further enhanced.
are blurred by the emergence of a new
worldview that shifts the mainstream to the This reinforcement of belief can lead them to
interests of the sponsors of television. demand more security and safety measures
Consequently, heavy television viewing can from governmental authorities.
potentially override individual perspectives in
favor of a melting pot of cultural and social
trends (Gerbner, Gross, Morgan & Signorielli,
1994).
THANK YOU
Ingoude Company Social Media Policy
September 20, 2024

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