GEORGE GERBNER CULTIVATION THEORY PDF

Its proposition is that as people spend more time watching characters and identifying with social situations that occur in their favorite shows, they will attempt to believe that social realities must be aligned to create similar circumstances. Because the perceptions a person may have are influenced by the messages and images that are being received, it becomes possible to change the way a person thinks about the world, including their core beliefs. In the United States, the invention of the television changed society. Shows, events, and other types of broadcasts became central to the overall culture in a way that was unprecedented. The general population suddenly had access to a mass form of communication that could bring diverse communities of people together. That uniting effect helps people to socialize and it standardizes their behaviors and perceived roles.

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Its proposition is that as people spend more time watching characters and identifying with social situations that occur in their favorite shows, they will attempt to believe that social realities must be aligned to create similar circumstances. Because the perceptions a person may have are influenced by the messages and images that are being received, it becomes possible to change the way a person thinks about the world, including their core beliefs.

In the United States, the invention of the television changed society. Shows, events, and other types of broadcasts became central to the overall culture in a way that was unprecedented. The general population suddenly had access to a mass form of communication that could bring diverse communities of people together. That uniting effect helps people to socialize and it standardizes their behaviors and perceived roles. It is such a power effect, in fact, that Gerbner compared the power of television to the poer of religion.

With heavier consumption of either, the faithful find a uniting force. And if something can unite people, it will also divide them from those who see that force in a different light. Television is a different form of mass media. People can obtain information from newspapers, magazines, and other forms of distribution.

The difference between them and television is that there is no need to be literate to obtain information from a television broadcast. And, because TV is free with broadcast signals, all a person needs to do to participate in society is purchase a television or obtain a digital converter box for an older TV.

Television shapes how people think. The reality that is portrayed on television becomes a reality that individuals wish to create in their lives. It is more about the basic assumptions of life and how those assumptions are judged that people seek out.

Television offers a limited effect. What it does provide is a small change in the way people see and think about each other. Small changes can make a crucial difference in relationships because of how that relationship is perceived.

The cultivation theory suggests that watching TV, over time, provides an influence as to how we perceive the world. Imagine a person only watches horror movies for a week. Choices occur because of a conscious decision to pursue a specific goal.

Perceptions occur because of the influences that are present in our environment. A parent can change perceptions because of their religious views, never coming home after work, or any number of behaviors. The child still has a choice to follow that religion, love the parent anyway, or pursue their own dreams.

Gerbner found that with heavier exposure, higher levels of cultivation occur to change the perceptions that people would have in their social realities.

Although we watch TV, it is an interactive medium, offering visual and auditory cues, and that can change the attitudes we have with consistent exposure. To get a dose of the real world, the cultivation theory suggests that we reduce time in front of the television. Otherwise, what is seen might not actually be reality.

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Cultivation Theory

Gerbner and Gross assert: "Television is a medium of the socialization of most people into standardized roles and behaviors. Its function is in a word, enculturation ". This can apply anytime social observation occurs in any form outside a natural environment. Gerbner subsequently began work on the federally funded Cultural Indicators Project at the Annenberg School of Communications. This allowed viewers the access to data regarding the frequency of violence in television shows but also raised questions regarding the accuracy of the study and the research hypotheses used. While the Violence Index received criticism, Gerbner and his team updated the Index to make sure that the data being produced was accurately composed, and addressed any criticisms posted. This standpoint allotted Gerbner access to a number of grants that continued to fund the Cultural Indicators Project throughout the s.

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George Gerbner

Journal of Communication, 26, 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 then it actually is. Cultivation research is one that studies media effects in my opinion one of the most controversial areas of media research. 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.

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