Cultivation Theory

Cultivation Theory

The Facts:

The theory was developed by George Gerbner and Larry Gross. It claims that continual long term exposure to televsion has miminal but measurable effects on the way we percieve the world. The theory suggests that the more exposure people have to TV over time, TV will eventually "cultivate" viewers perception of reality. The theory assumes that the audience is passive in nature, therefore the media has a big influence on their ideas and life choices and that eventually our views of the world will come to resemble that of the medias. People's choices and values will mainstream.

Did you know? ...

• that television has surpassed both religion and education in being the storyteller of American culture


• people who watch more than 4 hours of television a day are considered heavy televsion viewers
• studies show that people who are "heavy television viewers" have world views are similar to those presented in the media (television)

Mean World Syndrome

A phenomenon in which the violent content presented on television convinces the audience that the world is a more violent place than it actually is.

http://www.youtube.com/watch?v=wn6phBkcyqk

Disinhabition Theory

Theories of Uniform Influences and Theories of Selective Influence

The theory of uniform influence, sometimes also called the magic bullet theory or hypodermic needle theory, suggests that while we are raised in different social situations andnorms, we are essentially the same in human nature. The theory goes to say that we therefore should the same emotions and outlooks when it comes to mediated messages. It then holds that the media will and can shape our outlooks and actions. The message is "shot" or "injected" to the viewer and then guides their actions. The main view of the theory is that viewers will not try escape or resist the message. They accept the message without investigation because the media is a valid source of information.

Example: The war of the worlds broadcast

The theories of selective influence contradict the theories of uniform effects. The theory suggests that every person is unique. It believes because of unique natures and beliefs that we will all respond to the media in different ways or not at all.

Theories of Selective Influences