Cultivation Theory
Developed by George Gerbner and Larry Gross of the University of Pennsylvania, cultivation theory derived from several large-scale research projects as part of an overall research project entitled “Cultural Indicators”. The purpose of the Cultural Indicators project was to identify and track the “cultivated” effects of television on viewers.
They began research in the mid-1960s, endeavoring to study media effects, specifically whether watching television influences the audiences idea and perception of everyday life, and if so, how. They were “concerned with the effects of television programming (particularly violent programming) on the attitudes and behaviors of the American public”.
Cultivation research is one of the most controversial areas that studies media effects. Cultivation theorists posit that television viewing can have long-term effects that gradually affect the audience. Their primary focus falls on the effects of viewing in the attitudes of the viewer as opposed to created behavior.
Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a far worse and dangerous place than it actually is.
Heavy viewers of TV are thought to be “cultivating” attitudes that seem to believe that the world created by television is an accurate depiction of the real world. The theory suggests that prolonged watching of television can tend to induce a certain paradigm about violence in the world. Theorists break down the effects of cultivation into two distinct levels: first order is a general belief about the our world, and second order is specific attitudes, such as a hatred or reverence for law and order, pedophiles, etc.
The theory suggests that this cultivation of attitudes is based on attitudes already present in our society and that the media take those attitudes which are already present and represent them bundled in a different packaging to their audiences. One of the main tenets of the theory is that television and media cultivate the status quo, they do not challenge it. Many times the viewer is unaware of the extent to which they absorb media, many times viewing themselves as moderate viewers when, in fact, they are heavy viewers.
The delta between those considered to be light viewers and heavy viewers is called the cultivation differential. This describes the extent to which an attitude on a particular topic is shaped by exposure to television.
The theory suggests that television and media possess a small but significant influence on the attitudes and beliefs of society. Those who absorb more from media are those who are more influenced.
Criticism
The theory is too simplistic. Society’s views can be affected by other issues like background. Other studies found that no proof existed of a relation between societal news and TV. Positive effects haven’t been analysed. Light viewers also have impact from TV. Heavy viewer’s impact has an impact on our society. But the factors as age, sex, demography of these viewers were not considered. Audience is passive.
Words & Expressions
susceptible：易受影响的，敏感的
tenet：信条
cultivation differential：涵化差额
delta：变量增量
demography：人口统计学
[1] Agenda-setting theory[EB/OL].(2014-07-29)[2022-02-18].https://www.communicationtheory.org/agenda-setting-theory.
[2] The spiral of silence theory[EB/OL].(2014-07-29)[2022-02-18].https://www.communicationtheory.org/the-spiral-of-silence-theory.
[3] Cultivation theory[EB/OL].(2014-07-29)[2022-02-18].https://masscommtheory.com/theory-overviews/cultivation-theory.