Cultivation Theory

Cultivation Theory

A Three Prong View of TV

George Gerbner

Cultivation Theory – what is it?

*derived from an analysis of studies on the impacts of television on the way we view our environment

*developed as a conceptual framework for viewing events through a common lens

*three prong focus:

a) institutional process analysis – why does the media produce the messages that they do? b) message system analysis – what kind of message is

the media transmitting? c) cultivation analysis – how does the media affect how we view our environment?

The Killing Screens: Media & the Culture of Violence - YouTube

The Electronic Storyteller

Institutional Process Analysis – the First Prong

*The analysis of reasons why media produces the messages they do

*How can the media grab the attention of the audience?

*Violence is cheap to produce, and is understood by all.

*Shows with violence will be cheap to make and yet produce a maximum profit.

Message System Analysis – The Second Prong

*Studies the type of content the media produces

*Initially, study focused on TV violence-Result: is that violence is equally distributed across the media but violence is unequally distributed across age groups,

gender and ethnicity.

*The premise is that the media cultivated perceptions in the audience.

*The types of messages were analyzed to ascertain the connections between the perceptions and the amount of content in the media presentations.

Cultivation Analysis - The Third Prong

*works like a force field – pulling viewers into a field of influence of tainted by what they perceive to be the environment around them.

*the media develops the “reality” that the viewer uses as a lens to make judgments about how they react or “know” their environment.

Example: if you watch a lot of CSI, then you perceive you may have a good chance of being involved in a violent crime.

*The third prong and one that carries the most influence

Major Findings

*Positive correlation between TV viewing and fear of criminal victimization.

*Perceived activity of police. (There is a larger percentage of population involved in law enforcement and that police draw their guns regularly.)

*People have a general mistrust of people. - Known as the mean world syndrome. - A cynical mindset that people are looking out for themselves.

All of these perceptions come from “heavy TV” viewing.

References• Griffin, E. A. A First Look at Communication Theory. 2012.

McGraw-Hill Companies, Inc.

• The Killing Screens: Media & the Culture of Violence. http://www.youtube.com/watch?v=2PHxTr-59hE