Cultivation Theory by George Gerbner

1. CULTIVATION THEORY
A Social Theory by
George Gerbner
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2. DEFINITIONS
T H EO RY:
Set of statements or principles devised to
explain a group of facts or phenomena
S O C I A L T H EO RY:
Frameworks of practical evidence used to
study and interpret social phenomena
C U LT I VAT I O N T H E O R Y:
Social theory which examines the long-term
effects of television.
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3. CULTIVATION THEORY
Primary Proposition:
“living in the television world”.
Hypothesis:
Cultivation effect occurs only after
long-term, cumulative exposure to television.
TV set is a key member of the household
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with virtually unlimited access to every person in the family

4. Cultivation Theory is often applied to
people’s perceptions of reality.
For Example: A person who watches a
lot of crime shows on television will
eventually believe that there is a lot
of violent crime in the city
he resides in.
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5. Viewers Who Watch More Television Will Be
More Influenced Than Those Who Watch Less.
Categorized Television Viewers :
– Heavy viewers (watch TV more than 4 hours)
– Light viewers (watch TV less than 4 hours)
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6. CULTIVATION WORKS WITH THE ATTITUDES
1. Chances of Involvement with Violence: Light viewers gave a 1/100 chance. Heavy
viewers gave 1/10 chance of being victims.
2. Fear of Walking Alone at Night: More women than men said they were worried about
walking alone at night. Light viewers had less fear. Heavy viewers were more afraid.
3. Perceived Activity of Police: Light viewers held the idea that only 1% of the nations
population worked in law enforcement (a realistic percentage). Heavy viewers were
under the impression that 5% of the nations population worked in law enforcement.
They were under the impression that officers had to use gun holsters in everyday
pursuits.
4. General Mistrust of People: Heavy viewers were more suspicious of others than the
light viewers. E.g. Star Plus.
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7. CULTIVATION THEORY:
CRITICISMS AND LIMITATIONS
• Simplistic:
– Ignores complexity of human nature.
– Society’s views can also be affected by other variables.
• Other Studies:
– No casual relation between societal news and TV.
• Positive Effects Not Analyzed.
– Light viewers also have impact because of TV. Heavy viewer’s
impact has an impact on our society.
• Audience Is Passive/Reactive.
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8. ZAREEN KHAN 090303003-UMT

9. TWO NEW ADD-ONS
MAINSTREAMING:
Television – “Cultural Construct”
(Responsible for mainstream in our culture).
Mainstream: The common current thought of the majority.
• Blurring – Constant exposure to the same images and
labels, commonality of viewpoint.
• Blending – Mixing of fiction and real world.
• Bending – Reflection of TV fiction.
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10. RESONANCE
(Enhancing `Viewer’s Belief)
Events on TV coincide actual realities of the
viewer’s life.
For Example: Violence in Pakistan creates resonance in other
countries who watch TV for news update.
SOCIAL REALITY →OBJECTIVE REALITY → NO BETTER LIFE!
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11. CONCLUSION
CONCLUSION
POSITIVE: LEARN AND EDUCATE
NEGATIVE: ASSUME AND PREDICT
YOU CHOOSE YOUR OWN WAY!
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