10 Jul CULTIVATION THEORY
MEDIA EFFECTS THEORIES
Cultivation Theory
Produced by George Gerbner
Central Claim: Persistent lengthy term contact with TV content has small but measurable effects around the perceptual worlds of audience people.
Heavy TV viewing creates an exaggerated belief inside a mean and frightening world. (Gerbner)
TV has surpassed religion because the key storyteller in our (US American) culture.
Vicarious experience?
Video Screen Time
Just how much television would you watch with an average day?
4 or even more hrs?
2-4 hrs?
Under 2 hrs?
The length of time daily for you spend on the web or playing video games?On-Screen Time
Television Viewer Profiles
Heavy viewers: 4 or even more hrs each day
Moderate viewers: 2-4 hrs each day
Light viewers: under 2 hrs each day
These distinctions does apply to Internet and video game users
Cultivation Theory Research
Content analyses of prime time television
–The Television world
–The Violence Index
National surveys of TV audience
–Classify as heavy, moderate light viewers
–Survey concerning perceptions of real life
Calculate Cultivation Effect (or Cultivation Differential)
–Overall (overall) effects
–Subgroup breakdowns (Mainstreaming, Resonance) too.
Cultivation Differential
The main difference within the percent of individuals giving the tv answer within comparable categories of light and high viewers.
Examples: Evaluating light and high viewers among university students among teachers among senior
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