Cultivation

Question 1

The Nature of TV Use

Answer 1

TV viewing is not selective; it is ritualistic. It is not “what” you watch that matters, but “how much.” TV viewing involves patterns of viewing and long-term effects.

Question 2

The Foundations of Cultivation Theory

The Television Message

Answer 2

1. The TV message is a coherent and continuous system of messages.
2. It is inescapable and slowly changes.

Question 3

Method of Analysis

Answer 3

1. Institutional Process Research
   –Looks at how institution works to produce messages we get (audience, profitable, writer)
2. Message System Analysis
   –What is in those messages
   (race, gender, career, victim)
3. Cultivation Analysis
   –How does it affect and influence us
   1st order: knowledge (cops)
   2nd order: attitude (race, cool)

Question 4

Mean World Syndrome

Answer 4

1. Long term television viewing leads to perception that the world is a mean and dangerous place.

Question 5

Political Moderation

Answer 5

1. Heavy television viewers are more likely to be moderate.

Question 6

Mainstreaming

Answer 6

1. Differences among social/political groups are diminished among heavy viewers because they tend to see the world with similar attitudes and think the TV world is the world they live in.

Question 7

Cultivation Differential

Answer 7

1. Difference in perception between light and heavy viewers.

Question 8

Resonance

Answer 8

1. When viewers experiences coincide with TV messages.

2. Double-dose

Question 9

Cognitive Explanations

Answer 9

1. Heuristic Processing: we are not motivated to process information or unable to process information
   - -can lead to cultivation when there is no source prime.
2. Systematic Processing: scrutinize information. We are motivated and able to process information.
   - -Leads to discounting media and no cultivation.
3. Source Prime: Heuristic processing can lead to cultivation unless source prime is present

Question 10

Criticism of Cultivation Research

Answer 10

1. Hard to prove temporal order
2. Could have reverse causation
3. Nothing is empirical or observable
4. Weak Evidence
5. Hard to test

Question 11

Movie: Difference between media effect and cultivation

Answer 11

1. Cultivation is not change, it is a way of life that is nourished.
2. Media effects are associated with change and changing things. They talk about the topic after we experience change.

Question 12

Movie: Political implications of cultivation

Answer 12

1. Heavy viewers believe more cops, longer sentences and more executions will protect them from a dangerous world.
2. Heavy viewers won’t accept a female president.