Chapter 29 - Cultivation Theory Flashcards
Gerbner’s 3-Pronged Approach
Institutional process analysis, message system analysis, cultivation analysis
Institutional Process Analysis (Part of Gerbner’s 3-Pronged Approach)
Examination of the policies and practices of media organizations to understand why they produce the messages they do. Ex) Increasing reliance on global profits leads to the production of simplistic, often violent films
Message System Analysis (Part of Gerbner’s 3-Pronged Approach)
Systematic study of TV content, usually using quantitative content analysis as a research method. Ex) Count the number of violent acts over a given period of TV viewing
Dramatic Violence
The overt expression or serious threat of physical force as a part of the plot
Cultivation Analysis (Part of Gerbner’s 3-Pronged Approach)
Systematic study of how TV content affects viewers. Hypothesis: frequent TV watchers are more likely to see the world the way TV presents it
Cultivation
The independent contribution of TV viewing makes to audience members’ conceptions of social reality over time
Accessibility Principle
When people make judgements about the world, they rely on the information that is most accessible to them
Mainstreaming
The “blurring, blending” process by which heavy TV viewers (4 hours a day) from disparate groups develop a common outlook through constant exposure to similar portrayals
Resonance
The condition that exists when viewers’ real-life environment/experiences align with the world projected on TV
Major Findings in Cultivation Research
Positive correlation between TV viewing and fear of criminal victimization. Perceived activity of police - heavy viewers believe 5% of society is in law enforcement; light viewers hold a more realistic view (1%). General mistrust of people - heavy viewers are more suspicious of other people’s motives.
