Cultivation Theory
Essay by people • December 9, 2011 • Essay • 404 Words (2 Pages) • 2,158 Views
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
...
...
(2011, 12). Cultivation Theory. OtherPapers.com. Retrieved 12, 2011, from https://www.otherpapers.com/essay/Cultivation-Theory/16656.html
"Cultivation Theory" OtherPapers.com. 12 2011. 2011. 12 2011 <https://www.otherpapers.com/essay/Cultivation-Theory/16656.html>.
"Cultivation Theory." OtherPapers.com. OtherPapers.com, 12 2011. Web. 12 2011. <https://www.otherpapers.com/essay/Cultivation-Theory/16656.html>.
"Cultivation Theory." OtherPapers.com. 12, 2011. Accessed 12, 2011. https://www.otherpapers.com/essay/Cultivation-Theory/16656.html.