Culitavtion Theory

Question 1

What is cultivation theory?

Answer 1

• the theory suggests that heavy exposure to media can shape our perceptions of reality.
• the more we watch television, the more likely we to internalise the messages that it conveys, including its portrayal of violence, crime and other social issues.
• this can lead to a distorted view of the world, making us more fearful and distrustful of others
• the media generally tends to repeat representations of people or groups of people over and over again and that the effect of that on an audiences builds up slowly over time

Question 2

What is socialisation

Answer 2

• process of learning the norms, values and beliefs of society. It is a lifelong process that begins in childhood and continues throughout life. Cultivation theory suggest that the media can play a role in socialisation by providing people with information about the world and how we behave in it

Question 3

What is standardisation

Answer 3

• tendency for television programming to become more and more similar over time.
• cultivation theory suggest that this is because media is increasingly dominated by large corporations that have vested interest in making money. They do this by producing programming that appeals to the widest possible audience, which often means that it is bland and formulaic

Question 4

What is enculturation

Answer 4

• enculturation is the process of learning the culture of a group or society. It is similar to socialisation, but it is more specific to a particular group or society.
• cultivation theory suggest that the media can play a role in enculturation by providing people with information about the customs, traditions and history of a group or society

Question 5

What is the bardic function

Answer 5

• the bardic function of the media is the role that the media plays in storytelling and myth making. The media can create and perpetuate myths and stereotypes about the world and about the people in it. Cultivation theory suggest that this can have a negative impact on peoples perceptions of reality

Question 6

What is cultivation differential

Answer 6

• the cultivation differential is the difference in the perceptions of heavy and light television viewers. Cultivation theory suggest that heavy television viewer are more likely to believe that the world is more violent, dangerous, and crime ridden than it actually is

Question 7

What is mainstreaming

Answer 7

• mainstreaming is the process by which exposure to television can lead people to adopt the dominant world view presented in the media
• cultivation theory suggest that this can happen because television is in such a persuasive force in our lives.
• we are constantly bombarded with messages from the media, and these messages can shape our perceptions of the world

Question 8

Mainstreaming and research

Answer 8

• researchers have been particularly concerned with cultivations impact on racial, ethnic, and gender bias and stereotypes - either through stereotyping roles and behaviours or the under or over representation of minority characters - as well as attitudes about violence
• however, some research has also shown that by familiarising individuals with groups other than themselves, the media may also provide positive learning opportunities that help overcome sterotypes and prejudices

Question 9

What is resonance

Answer 9

• resonance is the process by which television messages are more likely to have an impact on people who already believe in them
• cultivation theory suggest that this is because people are more likely to pay attention to and remember messages that confirm their existing beliefs

Question 10

What is mean world index

Answer 10

• the mean world index is a measure of the perceived level of violence in society. It is calculated by average the amount of violence that people believe is depicted on television.
• cultivation theory suggests that mean world index is higher for heavy television viewers than for light television viewers

Question 11

Disinhibiroty effect/ desensitisation

Answer 11

• media’s ability to desensitise people to socially unacceptable behaviour, making it either acceptable or desirable, e.g, violence, crime, sex

Question 12

What is cumulation

Answer 12

• the idea that the impact of media exposure on our perceptions builds up over time
• the more we are exposed to media, the more likely we are to internalise its messages and values

Question 13

Gerbeners research found

Answer 13

• violence is as much as 10 time more prevalent on to than in the real world
• men greatly outnumber women on tv
• minorities appear on tv far less than their real world representation
• both younger and older people are underrepresented
• police officers, lawyers, doctors are over represented versus blue collar workers

Question 14

What is an impact of cultivation

Answer 14

• cultivation is a continuous process beginning with infancy and going on to old age

Question 15

Cultivation effect of the media

Answer 15

The cultivation of effect of the media can change the dominant ideologies at the time