Cultivation Theory

Cultivation Theory

Summary of media studies

- People are affected by the mass media. IN SEARCH OF THE MAGIC BULLET

o Payne Fund Studies

o War of the Worlds Research- Orson Wells created chaos by having a "news radio show" about an alien invasion. Meant for entertainment

o The People's Choice Study (Election)- Took place over many years

o Agenda Setting- Maybe it's the news papers that set what we talk about

o George Gerber's work with violence

- Introduction to George Gerber-

o Historical Context

 Assassinations of JFK, MLK, RFK, and Malcolm X

 Riots in New York, Los Angeles, Chicago, Atlanta

 Vietnam conflict and war protests

 Civil Rights riot protesting

o George Gerbner argues that heavy television viewing created an exaggerated belief in a mean and scary world.

o Television has surpassed religion as the key storyteller in our culture

o Violence is television's principal message, and particularly for devoted viewers

o Although other media have violent content, television is the most significant

- Index of violence

o Violence is the overt expression of physical force with or without a weapon, against self or others

o Compelling action against ones will or pain of being hurt and/or killed or threatened is considered violence

- Violence and Risk

o Gerbner found that the portrayal of violence varies from year to year

o Over half of prime time programs contain violence or the threat of violence

o Two-thirds of the major characters are caught up in violence; heroes are just as involved as villains

- The Viewer Profile

o Two types of viewers

 Light Viewers (two hours per day)

 Heavy Viewers (four or more hours)

o Light Viewers watch particular shows but heavy viewer types aren't selective

o Cultivation Theory suggests that heavy viewers will regard the world