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    Cultivation Theory

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    Malini Biswas
    Cultivation Theory, proposed by George Gerbner, suggests that massive television exposure over time subtly shapes viewers' perceptions of social reality. Gerbner was concerned that young viewers may imitate aggression seen on TV, leading to exaggerated beliefs of a mean, scary world. The theory uses content analysis to document television violence. Questionnaires and surveys then assess how exposure correlates with attitudes. However, the theory is better at describing effects than explaining them or predicting outcomes, and it provides limited insights into accelerating adoption rates.

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    Cultivation Theory

    Uploaded by

    Malini Biswas
    23 views7 pages
    Cultivation Theory, proposed by George Gerbner, suggests that massive television exposure over time subtly shapes viewers' perceptions of social reality. Gerbner was concerned that young viewers may imitate aggression seen on TV, leading to exaggerated beliefs of a mean, scary world. The theory uses content analysis to document television violence. Questionnaires and surveys then assess how exposure correlates with attitudes. However, the theory is better at describing effects than explaining them or predicting outcomes, and it provides limited insights into accelerating adoption rates.

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    Cultivation Theory, proposed by George Gerbner, suggests that massive television exposure over time subtly shapes viewers' perceptions of social reality. Gerbner was concerned that young viewers may imitate aggression seen on TV, leading to exaggerated beliefs of a mean, scary world. The theory uses content analysis to document television violence. Questionnaires and surveys then assess how exposure correlates with attitudes. However, the theory is better at describing effects than explaining them or predicting outcomes, and it provides limited insights into accelerating adoption rates.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    23 views7 pages

    Cultivation Theory

    Uploaded by

    Malini Biswas
    Cultivation Theory, proposed by George Gerbner, suggests that massive television exposure over time subtly shapes viewers' perceptions of social reality. Gerbner was concerned that young viewers may imitate aggression seen on TV, leading to exaggerated beliefs of a mean, scary world. The theory uses content analysis to document television violence. Questionnaires and surveys then assess how exposure correlates with attitudes. However, the theory is better at describing effects than explaining them or predicting outcomes, and it provides limited insights into accelerating adoption rates.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 7

    CULTIVATION THEORY

    Click to edit Master subtitle style

    BY MALINI BISWAS 4/13/12 101225

    Cultivation Theory is given by George

    Gerbner.

    4/13/12

    KEY ASSUMPTION Theory suggests Television is responsible for cultivating viewers conceptions of social reality. The combined effect of massive television exposure by the viewers over time subtly shapes the perception of social reality for individuals and for our culture as a whole.

    Concerns of Gerbner

    4/13/12

    Worried about the possibility of reception young viewers imitating the aggression they see on TV. It caused audience to develop an exaggerated belief in a mean and scary world which could cultivate social paranoia that goes against the believe in trustworthy people and safe surroundings.

    Main Terms and Concepts

    4/13/12

    Violence Index- The overt expression of threat of physical force as part of show. Mainstreaming- The process by which heavy viewers develop a common socially conservative outlook through constant exposure to the same images and labels. Resonance- If your personal experience reflect the messages on TV, then the effect of exposure is going to b amplified

    The Cultivation Approach

    4/13/12

    Content Analysis- You have to be able to documents violence on TV, and that is what they are doing with content analysis. Questionnaire formation- Develop one to test people attitudes based on the content analysis. This is how you find out the people reaction. Survey- Random Likert Scale of the population.

    Adopter Categories

    4/13/12

    Innovators

    Adventuresome

    Early Adopters

    Opinion Leaders Change Agents Change Aides

    Early Majority

    Critiques/ Limitations

    4/13/12

    Good as a descriptive tools, weak in explanatory power.


    Not very good in predicting outcomes. Difficult to formulate hypothesis.

    Not good at providing insights into how to accelerate the rate of adoption.

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