Cultivation Theory
Cultivation Theory
• Developed by George Gerbner in the late 1960s, it represented a shift from the limited effects paradigm of Paul Lazarsfeld that had dominated since the 1940s.
• Cultivation theory (also called cultivation analysis) is called a stalagmite theory
Cultivation Theory
• Because it suggests that media effects occur like the slow buildup of formations on cave floors, which take their interesting forms after eons of the steady dripping of limewater from the cave ceilings above.
Origins of Cultivation Theory• As a perspective, cultivation developed in
the context of the increasing growth of television. Gerbner established the “Cultural Indicators” research project, to study whether and how watching television may influence viewers' ideas of what the everyday world is like.
Cultivation Theory Principles
• Suggests that television is responsible for shaping, or ‘cultivating’ viewers’ conceptions of social reality.
• The combined effect of massive television exposure by viewers over time subtly shapes the perception of social reality for individuals and, ultimately, for our culture as a whole
• Cultivation theorists argue that television has long-term effects which are small, gradual, indirect but cumulative and significant.
Cultivation Theory
Conceptual Model
Cultivation Theory
• According to Gerbner, the main thing that people saw on television was violence and he was especially concerned that it “cultivated” the view among people that the world was a violent place
• What was dramatic violence according to Gerbner ?
Cultivation Theory
• He defined it as “ the overt expression of physical force (with or without weapon), compelling action against one’s will on pain of being hurt and/or killed or threatened to be so victimized, as part of the plot.”
• Included: Dramas, cartoons, news and news magazines
Cultivation Theory
• Gerbner and his colleagues studied television programming for 22 years. Each year, they randomly selected a week and recorded prime time programming as well as children’s weekend programming.
• Identified quantity of violence in programs and found these to be stable over time. For instance, dramas that include violence, averaged 5 violent incidents per viewing hour.
Cultivation Theory
• However, they found significant inequalities in victimhood with older people, women and minorities particularly at risk.
• So even though minorities were under-represented on television, when they appeared, they were much more likely to be victims of violence
Cultivation Theory
• To analyze the effects of the violence, Gerbner correlated the data from his content analysis of television with survey data from people who were classified based on the amount of time they spent watching television and questioned about their views on violence in the world.
Cultivation Theory
• Gerbner classified people into two groups:
• Heavy watchers (over 4 hours per day)
• Light Watchers (less than 2 hours per day)
He predicted that heavy viewers saw the
world as more dangerous than light
viewers.
Cultivation Theory
• Using a survey, he targeted four attitudes
1.Chances of Involvement with violence
Light viewers predicted their weekly odds
of being involved in violence were 1 in 100
while heavy viewers said it they were 1
in 10.
Cultivation Theory
2. Fear of walking alone at night
Women were more afraid than men, but
both sexes who were heavy viewers,
overestimated criminal activity, believing it to
be ten times more than figures indicate.
Cultivation Theory
3. Perceived activity of police
Heavy viewers believed that about 5% of
society is involved with law enforcement. In
comparison, light viewers estimated 1 %.
Cultivation Theory
4. General mistrust of people
People who were heavy viewers tended to
see other people’s actions and motives
more negatively.
Gerbner called this “the mean world
syndrome”
Cultivation Theory
Based on this research, Gerbner sought to
quantify in percentage terms the differences
in the answers of light and heavy television
viewers about violence in the world. He
called this “the cultivation differential.”
Cultivation Theory
The Cultural Indicators research thus
indicated that heavy viewers were
susceptible to a perception that the
world was a dangerous place.
Cultivation Theory
• The Cultural Indicators project of Gerbner
also found that heavy watching of television
affected viewers through “mainstreaming”
and “resonance.”
Mainstreaming is the process by which
heavy viewing of television resulted in a
similarity of perspective among viewers who
varied in education and economic class.
Cultivation Theory
With regard to mainstreaming, Gerbner
argued that unlike radio which focused on
very narrow slices of the audience,
television sought a broader audience which
it homogenized so that heavy viewers had
similar views which they self-identified
as “mainstream.”
Cultivation Theory
• Resonance is the process by which heavy viewing of television affects viewers who have first-hand experience of violence. Gerbner argued that the portrayal of violence causes viewers to relive the experience over and over again.
• “ The congruence of the television world and real-life circumstances may resonate and lead to markedly amplified cultivation patterns.”
Cultivation Theory in Other Contexts
Hargreaves and Tiggemann undertook a
study in 2003, to apply this approach to the
impact of images of undernourished women
that appeared in television ads on girls.
They showed different sets of ads to two
groups of girls, one set with the
undernourished women and one set without.
Cultivation Theory
• They found that the girls who saw the ads with the very thin models, not only had immediate episodes of insecurity and distress about their weight, but that two years later they had greater dissatisfaction with their bodies, as compared to the other group of girls.
Cultivation Theory
• The researchers concluded that a feasible "link between individual reactive 'episodes' of dissatisfaction in response to specific media images and the development of body image is that enduring attitudes, beliefs, and feelings about bodies and appearance accumulate over time through repeated exposure to ideals of attractiveness in the media"
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