Communications: Cultivation Theory (Ch29) Lecture Notes
Communications: Cultivation Theory (Ch29) Lecture Notes COMM 1001
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This 2 page Class Notes was uploaded by AmberNicole on Thursday March 31, 2016. The Class Notes belongs to COMM 1001 at East Carolina University taught by Dr. Richards in Spring 2016. Since its upload, it has received 48 views. For similar materials see Intro to Communications in Communication at East Carolina University.
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Date Created: 03/31/16
Cultivation Theory: Chapter 29 Cultivation Theory Gerbner claimed that heavy television users develop an exaggerated belief in a mean and scary world o Regarded television as dominant force in shaping society Violence, a major staple of the TV world o Gerbner concerned the violence affects viewers’ beliefs about the world around them o Mean world syndrome: cynical mindset of general mistrust of others, held by heavy TV viewers Institutional Process Analysis: The First Prong Institutional process analysis: research that penetrates behind the scenes of media organizations to understand what policies or practices they employ o Hollywood concerned with how to export its product globally for maximum profit at minimum cost Message System Analysis: The Second Prong Message system analysis: research that involves careful study of TV content o Developed to measure violence but used for other content as well (e.g. smoking) An index of violence o Dramatic Violence: Overt expression or thresat of physical force as part of plot o Ex: “If you don’t do this, I will beat you up” o Definition rules out verbal abuse, ideal threats, and pie-in- the-face slapstick o Includes physical abuse presented in cartoon format o Really bad Equal Violence, Unequal Risk o Over half of prime-time programs contain actual bodily harm or threatened violence Weekend children’s shows average 20 cases an hour By the time the typical TV viewer graduates from high school, he or she has observed 13,000 violent deaths Cultivation Analysis: The Third Prong Cultivation analysis: Research designed to find support for the idea that those who spend more time watching TV are more likely to see the real world through TV lens Mainstreaming: Blurring, Blending, and Bending of Attitudes Mainstreaming: blurring, blending, and bending process by which heavy TV viewers from different groups develop a common outlook through constant exposure to the same images and lables Example: That’s what she said joke from the office What types of ideas or norms could be influenced by constant TV viewing o Two men kissing on TV, cussing, ect, sleeping around Resonance: The TV World Looks Like my World, So it Must be True Resonance: condition that exists when viewers’ real-life environment is like the world of TV; those viewers are most susceptible to TV’s cultivating power o Ex: I live in a city, I watch crime dramas that depict a dangerous city, therefore, my city must be dangerous The Major Findings of Cultivation Analysis Cultivation differential: Difference in percent giving the “television answer” within comparable groups of light and heavy views o Ex: people who watch lots of TV think there are fewer old people today than there used to be o Why? Because few shows feature older adults Research revealed provocative findings o Positive correlation between TV viewing and fear of criminal victimization Heavy viewers believe criminal activity is 10 times worse than it really is Real answers and TV viewing answers o Perceived activity of police Heavy viewers believe that 5% of society is involved in law enforcement More like .003% Critique: Is the Cultivation Differential Real, Large, Crucial? Critics contend Gerbner’s original assumptions no longer valid with expansion of television programming o People no longer only watch “The Big Three” TV networks How does this impact the theory: use of social media to get the news, opportunity to watch different things
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