Cultivation Theory
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Course: | Mass Communication and Theories (COM1101) | Lecturer: | Ms. Elillarasi a/p Kuppusamy | Topic Title: | Cultivation Theory | Name List: | Afnan Shahrudin | J12010731 | | Charlotte Andrea a/p Joseph Ratnadurai | J12011213 | | Fatema Jangbarwala | J12011032 | | Siti Sophie Ismail | J12011246 |
Contents Introduction 3 Definition of the Theory 3 History of the Theory 3 Key terms in cultivation analysis 6 Literaure Review 8 Case Study 11 History of Kevin and Colleen 12 Accumulated Data 12 Application of theory 13 Discussion 19 Conclusion 20
Introduction
Definition of the Theory
Gerbner’s cultivation theory states that television has become the main source of storytelling in today's society. It is the study of long term effects of television to society. This conduct of research is mainly carried out in America to analyze the audience there who are mainly categorized as couch potatoes. Cultivation theory also shows how people react after watching a particular program/movie on the television because cultivation theory is mainly based on how the television cultivates or moulds the mindset of society. It is also said that those who watch four or more hours a day are labeled heavy television viewers and those who view less than four hours per day are light viewers based on Gerbner’s research. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, it is an idea that the world is worse than it actually is and people tend to be more afraid of living their life’s peacefully. According to Gerbner, the overuse of television is creating a homogeneous and fearful populace amongst the world today.
History of the Theory
Cultivation theory states that television ‘cultivates’, or promotes, a view of social reality that is inaccurate but that viewers nonetheless assume reflects real life. Cultivation theory (sometimes referred to as the cultivation hypothesis or cultivation
Course: | Mass Communication and Theories (COM1101) | Lecturer: | Ms. Elillarasi a/p Kuppusamy | Topic Title: | Cultivation Theory | Name List: | Afnan Shahrudin | J12010731 | | Charlotte Andrea a/p Joseph Ratnadurai | J12011213 | | Fatema Jangbarwala | J12011032 | | Siti Sophie Ismail | J12011246 |
Contents Introduction 3 Definition of the Theory 3 History of the Theory 3 Key terms in cultivation analysis 6 Literaure Review 8 Case Study 11 History of Kevin and Colleen 12 Accumulated Data 12 Application of theory 13 Discussion 19 Conclusion 20
Introduction
Definition of the Theory
Gerbner’s cultivation theory states that television has become the main source of storytelling in today's society. It is the study of long term effects of television to society. This conduct of research is mainly carried out in America to analyze the audience there who are mainly categorized as couch potatoes. Cultivation theory also shows how people react after watching a particular program/movie on the television because cultivation theory is mainly based on how the television cultivates or moulds the mindset of society. It is also said that those who watch four or more hours a day are labeled heavy television viewers and those who view less than four hours per day are light viewers based on Gerbner’s research. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, it is an idea that the world is worse than it actually is and people tend to be more afraid of living their life’s peacefully. According to Gerbner, the overuse of television is creating a homogeneous and fearful populace amongst the world today.
History of the Theory
Cultivation theory states that television ‘cultivates’, or promotes, a view of social reality that is inaccurate but that viewers nonetheless assume reflects real life. Cultivation theory (sometimes referred to as the cultivation hypothesis or cultivation
References: http://www.aber.ac.uk/media/Documents/short/cultiv.html http://www.uky.edu/~drlane/capstone/mass/cultivation.htm http://www.colorado.edu/communication/meta-discourses/Papers/App_Papers/Gulisano.htm http://www.colorado.edu/communication/meta-discourses/Papers/App_Papers/Lindquist.htm http://books.google.com.my/books?hl=en&lr=&id=a0pS07ff92oC&oi=fnd&pg=PR6&dq=cultivation+theory+journal&ots=t4-i8jzntN&sig=2ykOWEil1WrslMWPPzFEdWM24Ro#v=onepage&q&f=true http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6984 http://oregonstate.edu/instruct/comm321/gwalker/effectsmedia.htm http://cultivationanalysisrtvf173.pbworks.com/f/Cultivat1.pdf