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8 Cards in this Set
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Cultivation theory |
Claims that television cultivates, or promotes, a view of social reality that is inaccurate but that viewers nonetheless assume reflects real life. Cultivation is the cumulativeprocess bywhich television fosters beliefs about social reality. According to this theory, television portraysthe world as more violent and dangerous than it really is. |
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George Gerbner & Cultural Indicators Project |
1960s project, Gerbner was a UPenn & later Temple University communications scholar. 3 components of Cultural Indicators Project: 1. Cultivation theory 2. Institutional process analysis – examination of the production, management, and distribution of media messages. 3. Message system analysis – investigation of images in media content, such as gender roles, portrayal of minorities, and the way certain occupations are depicted. |
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Mean World Syndrome |
The proposition that over time, heavy viewers of television develop or cultivate views of the world similar to what they see on television, generally a "mean" world filled with violence and crime. |
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What are the major criticisms of Cultivation Theory? |
1. Low-level statistical correlations and effect size 2. Lack of cognitive factors Is it a hypothesis, or a theory? |
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Explain Gerbner's ice age analogy to cultivation effect |
“but just as an average temperature shift of a few degrees can lead to an ice age or the outcomes of elections can be determined by slight margins, so too can a relatively small but pervasive influence make a crucial difference. The “size” of an “effect” is far less critical than the direction of its steady contribution.” (Gerbner et al. 1980) |
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The principle concepts of cultivation: mainstreaming, resonance, and ritualized/habitual viewing |
Mainstreaming: assumes that dominant sets of attitudes, beliefs, values, and practices exist within cultures. Patterns emerge across the spectrum of television programming regarding gender roles, minority representations, and so forth, resulting in a "mainstream" set of attitudes, beliefs, and values that are repetitively presented on television. Resonance: occurs when real-world events support the distorted image of reality shown on television. (Ex: heavy television viewers who are likely to fear crime are those who live in inner-city areas where crime rates are high.) Ritualized/habitual viewing: nonselective viewing/watching television at certain times and being confined to whatever programs are offered for viewing at those times (ex: popular, long-running shows). May be disrupted by DVRs, Netflix/Hulu/etc streaming services. |
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Cognitive Paradigm |
1. TV became the main story teller 2. Cognitive Paradigm: cultivation involves learning & construction 3. Viewers learn from watching television, then construct an outlook on the real world from what was learned 4. Availability heuristic: see next card! |
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Availability Heuristic |
Cognitiveshortcuts accessible to heavy viewers enable quick responses about socialreality that access portrayals on television. |
