The Importance Of Cultivation Theory In Mass Communication

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Cultivation Theory
Cultivation Theory is significant in mass communication. (Gerbner and Gross, 1976 ) “It states if a heavy viewer is exposed to more violence content eventually effected by the Mean World Syndrome, an idea that the world is worse than it actually is”. Morgan, Shanahan and Signorielli (2017) explains that “cultivation analysis describes a body of research that looks at relationships between exposure to mass media (most often television) and beliefs about the world (attitudes, and sometimes behaviors). It is one of the most frequently encountered and often discussed theories within the field of media effects”. (Gerbner & Gross, 1976) “Cultivation is a sociocultural theory regarding the role of television in shaping viewers’ perceptions, beliefs, attitudes, and values”. Cultivation theory examines the long-term effects of television. "The primary
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The theory stands on a number of concepts: the symbolic environment, storytelling, the symbolic function of television, the television traits, the cultural model, and the cultivation of value system, the multidirectional process, and the cultural indicators”.
(Gerbner, Gross & Signorielli, 1978). “Cultivation theory holds three core assumptions. The first assumption highlights the medium, the second, the audience, and the final assumption deals with the function of the medium on audiences and their ability to react to it. a) Television is fundamentally different from other forms of mass media” b) (Wikipedia) “Television shapes the way individuals within society think and relate to each other. c) Television's effects are limited” Cultivation theorists argue that television has long-term effects which are small, gradual, indirect but cumulative and

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