CULTIVATION THEORY (TELEVISION SHAPES CONCEPTS OF SOCIAL REALITY)

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CULTIVATION THEORY
(TELEVISION SHAPES CONCEPTS OF SOCIAL REALITY)

HISTORY
Cultivation Theory or also known as Cultivaton Hypothesis and Cultivation Analysis is an approach developed by Professor George Gerbner who began conducting a research entitled “Cultural Indicators” in the 1960s. The research aimed to understand if television could influence viewer’s thought on what the everyday world would be like. The research also wanted to predict the “effects” that viewers will get through television; is the effect long-term? Small? Indirect? Or uncalculated?

PROBLEM STATEMENT
Cultivation Theory suggest that television shapes or “cultivate” viewers’ conceptions of the social reality. The effect of television exposure by viewers over time would shapes the perception of social reality for an individual, which would later affect the cultural influence as a whole. George Gerbner suggested that mass media cultivate attitudes and value that are already present in a culture; mass media proceeds to propagate these value amongst members of a culture. He argues that television tends to cultivate a middle-line of political perspective hence calling this effect “mainstreaming”. It is also theorized that viewers who tends to watch television are more likely to be influenced by the ways that the world is portrayed by television programs than those who seldom watch television. Besides, light viewers are more likely to have informational sources than heavy viewers.

CULTIVATION THEORY MODEL

Source: Hawkins and Pingree (1983)

APPLICATION OF CULTIVATION THEORY
Mass media as a socializing agent which investigates if television viewers come to believe what the on-screen reality when they are exposed.



                                                                                      by: SHARON GRACE KWAN (BA18110044)     

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