#cultivationtheory

[mbenzar]

Media Effects

Media effects - see something you will imitate, how we are affected by what we consume

Moral Panics - something gets so much media exposure creates fear

Censorship

(When you see violence or sex think MEDIA EFFECTS, MORAL PANICS AND CENSORSHIP, we live in a media saturated world)

Springhall says fear of new technology because challenges existing norms

If new technology allows individual to have a lot of power like expose government then e.g. 10 downing street website

Jamie Bulgar case – why did they do this? Children play video games is an assumption = media effects – impossible to prove cause because so many other texts, media saturated world, result? Stricter age restrictions

‘The Interview’ – marketing can affect Sony hack, how media influences those who consume texts, if something is censored makes you want to watch it

Social learning theory *Bandura, bobo doll – viewers learn from media consumption

Gerbner disagrees – one could be desensitized to violence but still be appalled by it

Cultivation theory – the more time we spend watching TV the more we end up feeling like we live in an imaginary world and TV is the main source of storytelling e.g. texts cultivates…

Heavy viewers overexposed to more violence and affected by the Mean World Syndrome

The more time we spend watching TV the more likely to believe we live in a social reality

Overuse of TV is creating a homogenous and fearful audience

Anderson & Grill – games played link to aggressive behavior because they encourage aggressive behavior by rewarding players with rewards

Criticism:

Audiences are treated as passive whereas today we know that audiences are very active

Also the focus is not mainly on adults but venerable groups like adolescents

Difficult to prove that one text has a dingle-handedly driven an individual to commit a violent act

[iamzayk]

CULTIVATION THEORY: In teledramalovelife

                Love is what people want to ought for it is real and the most sincere feeling one ever feels. Many of us thought that it is easy yet with various assumptions duly to heartbreaks and miseries. Some believe in destiny. Some were just hoping for happy endings and some are just passive with what they are watching for.

                  I’m a romanticist writer. Indeed! I love to write more on about love, relationships and any other stories resulting into bitter-taste feelings. Personally, I presumed love as a feeling which is neither a mere fact nor an imagination. For me, it is sincere, with pure sense of one’s thought. Thus, a kind of feeling with a great adherence brought in such stupid imagery came from television programs, printed with millions of pocketbooks and other crappy insights. I used to view this as a product of alienated minds, minds that are now contaminated with mindsets came from various media without undergoing a great scrutiny.

  Television is a prime medium of technology that creates a great space between imagery and reality. With its cultivating cause, people of today have the most of their mindsets filled in their everyday life and are anchored to what society has to give, the various sets of teledramas about LOVE! We have here, Kung angPuso’yMasugatan, Kung Ako’yiiwanmo, One True Love, and so on. But how these programs cultivate our inner core? How these effect our societal norms? What are the impacts of it in real life? To know it more, there it goes, the Cultivation Theory proposed by George Gerbner, a theory that would satisfy our thirsty minds, and determine whether on how we are greatly influenced by media.

  Cultivation Theory was brought in upon the prevailing violence in Televisions during 1970’s(Spring 2001 Theory Workbook, 2001). This theory was rise upon the study of media effects specifically on TV’s in the mid-1960s. It is to know whether media, or televisions, influenced the audiences, their ideas, insights, and perceptions for daily routine (Mass Communication Theory from Theory to Practical Application). On this study, it states that there are two kinds of viewers, the heavy viewer and the light viewer. At this point, the heavy viewers are those who spend more than four (four) hours while the lesser of it was called light viewers.Heavy viewers are those who are exposed to more violence and are effected by the Mean World Syndrome, or an idea that the world is worse than it actually is (Spring 2001 Theory Workbook, 2001).

   According to Gerbner, the overuse of television is creating a homogeneous and fearful populace (Spring 2001 Theory Workbook, 2001). This resulting into two distinct levels: first order – is a general beliefs about the world, and second order – which are specific attitudes, such as a hatred or reverence for law and order, pedophiles, etc(Mass Communication Theory from Theory to Practical Application).  This implicates that people who are spending more of their time in televisions have greater sense of being affected, and influenced to which he watched in. while people who take lesser times in watching television, are people with less possibilities of taking their mindsets depending to what media form and fed them.

  Undoubtedly, people specially, youngsters are the most affected norms of this theory wherein, they have all their time in spending watching televisions, films, and even reading printed materials that are somewhat have violence on it. On this case, media, as an entertaining tool, also deters on how people must take their actions. They don’t have the will to do their acts based on their prerogatives since they are already formed by the media.

  However, this theory gathers lots of critiques. This entails that Cultivation theory is more on scientific theory wherein the proponent abducting his own sets of truths to aid the social constructions of truth (Spring 2001 Theory Workbook, 2001). Then, it was said that Gerbner emphasized the media as a cultivation tool possessing all the manipulation on its audiences.

  However, this theory in our world today is somewhat real yet, intervened with such mechanisms of one’s self in protecting their own identity. I could say that, wherein as you can see, youth of today usually have to mimic all of what they had watched for. Another was the nursing homes for elder poeple(Spring 2001 Theory Workbook, 2001), wherein, as they watch television programs, they have to form their mindsets and view things as real like what the medium had to say. It means of greater truth outside these nursing houses.

  For these, I conclude, that I’m a heavy viewer perhaps, with my determination on my own prerogatives, I could just keep away my thoughts for what others might think on love matters. So be it!

    Works Cited

Spring 2001 Theory Workbook. (2001, February 14). Retrieved January 31, 2013, from SOURCE: http://www.uky.edu/~drlane/capstone/mass/cultivation.htm

Mass Communication Theory from Theory to Practical Application. (n.d.). Retrieved January 31, 2013, from http://masscommtheory.com/theory-overviews/cultivation-theory/

[surveycircle]

Participants needed for online survey! Topic: "The impact of mass media representations of school shootings" https://t.co/JRWnHSPfnT via @SurveyCircle#MassMedia #education #SchoolShootings #CultivationTheory #qualtrics #research #survey #surveycircle pic.twitter.com/lNknO4Ut3A

— Daily Research @SurveyCircle (@daily_research) January 16, 2020

[surveycircle]

Participants needed for online survey! Topic: "How Television Influences Attitudes About Social Issues" https://t.co/acQQoQ5f4k via @SurveyCircle #SocialIssues #Television #CultivationTheory #Tv #Attitudes #Influence #Issues #Survey pic.twitter.com/sRqVqLzN40

— Daily Research (@daily_research) March 15, 2019

[kuypert-blog]

I feel that George Gerbner would say that this commercial is cultivating  female gender stereotypes and male family dominance. Sure, the more somebody saw this commercial they might be more likely to by a Volvo, but they probably will be more likely to think that women will never be good drivers, no matter what car they drive. 

[kuypert-blog]

Here is a great article by Daniel Chandler explaining what cultivation theory is, and also demonstrating some of George Gerbner's methodological research. One aspect that this article gives that i haven't really seen very much of is the criticisms of cultivation theory. These criticisms include oversimplification, cause and affect generalities, and the lack of other "effects" to heavy viewers such as self insecurities. I found this article very enlightening and refreshing. i am a firm believer in the idea that in order to know a topic, you have to know its shortcomings or criticisms. 

[kuypert-blog]

George Gerbner would probably describe Mike Teavee as a "heavy viewer"    as for my self, i am a light viewer, for sure...

[kuypert-blog]

I love the image on this site, and the information is very informative as well! this is a good one!