It discusses the Prof. George Gerbner's research on Media effect and also explain how the media shapes the viewers perception on social reality

1. CULTIVATION/CULTURAL
STUDIES THEORY
Dr. J. JANARDHAN

2. CULTIVATION
 Prof. George Gerbner developed theory in 1960s.
 Research find out how watching television affects
viewers’ perception
 Media cultivates and shapes
 viewers perception of social reality

3. EFFECTS
 In 1976, Gerbner along with Larry Gross of the University
of Pennsylvania expanded the theory
 Theory focuses the spontaneous influence on the viewers
 Viewers are said to be cultivating behaviors by watching
virtual and fictional from TV

4. CULTIVATION THEORY
 The more watch television, the more is influenced by
media
 Unlike PRINT: Does not require literacy
 Unlike MOVIES: TV is “free” and is always running
 Unlike RADIO: Show and tell, not just tell
 Unlike THEATRE/CONCERTS: does not require mobility

5. CULTIVATION THEORY

 Users are most vulnerable to media messages and agendas
 Users believe whatever media claims to be true and
accurate
 Who watch TV for less than 2 hours a day- light viewers
 Who watch TV for 4 or more hours a day- heavy viewers

6. CULTIVATION THEORY
 It shows difference between light viewers and heavy
viewers
 Television has long-term effects
 Educated people tend to watch less television and are less
influenced by what is shown on it

7. CULTIVATION THEORY
 Media is likely to expose people to violence and
negativity
 As a result, people become afraid to face the world
 They start developing a mental condition called ‘Mean
World Syndrome’ and perceive the world to be mean to
them

8. CULTIVATION THEORY

 Cultivation is divided into two parts:
 First Order: It is an individual’s belief about the world in
general
 Second Order: It is an individual’s specific beliefs and
attitudes towards other individual or group of individual

9. CULTIVATION THEORY
 People believe whatever is shown in media unconsciously
 Media is used to maintain status quo.
 Media influences attitudes, beliefs, meanings and
perception in a society

10. CULTIVATION THEORY
Media has the most persuasive power in society.
Television has long-term indirect but significant effects
Media shapes what people think
Mean World Syndrome is the result of televisions’ portrayal
of violence

11. MEAN WORLD SYNDROME
 People know that Harry Potter world does not exist
 But, they still root for it

12. CRITICISM OF THEORY
 The theory focuses on television only
 Has not considered effects of other media and human
experiences
 More fearful people can be watching more television
 Variables like, Age, location, education and sex have
removed cultivation effects
 Most of the people do not believe what they see on TV

13. THANK YOU