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Cultivation Theory, Findings of Different Theories, and Criticism

This document discusses several theories of how mass media affects audiences: 1. Cultivation Theory proposes that heavy television viewers develop a worldview shaped by what they see on TV and perceive reality differently than light viewers. 2. Limited Effects Model suggests that media is effective at transmitting information but not changing attitudes, and that audiences have pre-existing opinions. 3. Mainstreaming holds that life experiences moderate cultivation effects, with demographic differences more prominent in light viewers than heavy viewers. It also outlines criticisms of cultivation theory and developments like how content genre and viewing motives also influence effects. The document provides steps for conducting cultivation analysis using content analysis and surveys.

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Abdul Moeez
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200 views10 pages

Cultivation Theory, Findings of Different Theories, and Criticism

This document discusses several theories of how mass media affects audiences: 1. Cultivation Theory proposes that heavy television viewers develop a worldview shaped by what they see on TV and perceive reality differently than light viewers. 2. Limited Effects Model suggests that media is effective at transmitting information but not changing attitudes, and that audiences have pre-existing opinions. 3. Mainstreaming holds that life experiences moderate cultivation effects, with demographic differences more prominent in light viewers than heavy viewers. It also outlines criticisms of cultivation theory and developments like how content genre and viewing motives also influence effects. The document provides steps for conducting cultivation analysis using content analysis and surveys.

Uploaded by

Abdul Moeez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Cultivation Theory, Findings

of different theories, and


Criticism.
Presentation by
Fatima Amin,
Rameen Kasana,
Haram Saad.
BULLET THEORY

 Earliest way of thinking how mass media affects audience.

 Also known as Hypodermic Theory.

 It came into being after observing the effects of a propaganda in the


World War I

 Universal/similar effect of Mass Communication on the audience.

 No longer largely accepted as it is inadequate.


Limited Effects Model

 According to Hovland’s army studies, Mass Media is effective in transmitting information


but not in changing the attitudes of audience.

 This model suggests that the audience already has a pre-developed opinion according to the
environment they live in.

 Compared to Bullet Theory, the audience is passive and critical.


Cultivation Theory
 Studies show a connection between viewing violence and committing violence.

 It was developed by George Gerbner as an attempt to explain the influence of TV on its


viewers.

What does this theory propose?

 Heavy viewers of TV develop world views similar to what they see on the TV and start
to see a distorted perception of reality.

 Heightened sense of reality by being constantly exposed to media that reinforces one’s
ideas and opinions.

 Exposure to the same messages produce “cultivation effect” i.e teaching of common
worldview.
CRITICISM OF CULTIVATION:

 PAUL CRITICIZED THAT A NUMBER OF DIFFERENT VARIABLES NEED TO BE


TAKEN INTO ACCOUNT WHEN TALKING ABOUT THE EFFECT OF MASS
COMMUNICATION.

 ACCORDING TO HIM, HEAVY AND LIGHT VIEWING HAVE DIFFERENT


OUTCOMES FOR DIFFERENT SOCIAL GROUPS AS THEY HAVE DIFFERENT
DEMOGRAPHIC VARIABLES.
Mainstreaming

 Mainstreaming is the view that people’s life experiences moderate the cultivation effect.
 Predicts the interaction between television viewing and demographic variables.
Demographic differences are more dominant in light viewers when compared to heavy
viewers.
 Example: Heavy and light viewing and high income.

Resonance

 It occurs when the real supports the distorted image of reality shown on TV.
 When the experience is in agreement with the messages are reinforced and the cultivation
effect is amplified.
 The extent to which a person cultivates the message depends on personality trait, social
background, education and past TV viewing experiences.
THEORETICAL DEVELOPMENTS

 Cultivation depends upon the content being viewed rather than the amount of TV being
consumed.

 More impact on active viewers as well as those who have had personal experiences than the
viewers who are less involved.

 I.Q, informational needs, characters being displayed, perceived reality of the content play a huge
role in cultivation.

 Other multivariate model of cultivation taken into account by researchers include:

1. Is viewing done to meet informational needs or as diversion.


2. The number of informational alternatives available.
 Tapper’s conceptual model of cultivation includes two phases:

PERCEPTION OF
REALITY OF
CONTENT

PHASE 1
TYPE OF MOTIVES FOR VIEWING
GENRE ACQUISITION OF
CONTENT

SELECTIVE
VIEWING
PHASE 2: storage phase that elaborates the variables that might affect the long-term
memory.

STEPS IN PERFORMING CULTIVATION ANALYSIS:

1. Content Analysis, qualitative method: Identification of messages portrayed on TV;


qualitative method. The analysis of portrayals follows a set of 2 questions. One is in line
with the television world and other is more consistent with the real world for example,
mean world syndrome.
2. Survey, a quantitative method: Involves surveying TV audience about their exposure;
heavy-viewing or light-viewing.
After the survey has been carried out, a statistical procedure consisting
co-relation analysis is performed.
THANK
YOU

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