Cultivation Theory

Question 1

Describe george gerbners cultivation theory

Answer 1

The idea that exposure to repeated representations over long periods of time can shape and influence the way which we see the world around us e.g. views and opinions and dominant ideologies

Question 2

What are the strengths of gerbners cultivation theory

Answer 2

Audiences interpretations are formed through mainstream values repeatedly given within the mainstream media. The theory holds a lot of truth and controls the audience response

Question 3

What are the weaknesses of gerbners cultivation theory

Answer 3

Audiences have evolved and are no longer passive. Audiences are still active through cultivation, demographic and psychographic factors are removed

Question 4

What is the validity of gerbners cultivation theory

Answer 4

Vogue magazine is an example of the theory working e.g. body image, gender roles and liberation. The big issue is able to offer a challenge to repeated stereotypes

Question 5

What is the relevance of gerbners cultivation theory

Answer 5

Applied to representations e.g. stereotypes, norms, ideologies messages are encoded for the audience

Question 6

How does gerbners cultivation theory apply to vogue

Answer 6

• repeated exposure to glamours models and luxury beauty products may cultivate the idea that women should always look glamorous
• repetitive ideas of beauty products persuade the aspirational reader to purchase these to achieve luxurious lifestyle and be like everyone else (how they “should” be)

Question 7

How does gerbners cultivation theory apply to big issue

Answer 7

• by cresting positive representations of its vendors, big issue cultivates the idea that the homeless are not lazy and stupid but are willing to work for a better life and future and the big issue are willing to give a hand up
• the moving on article presents this idea over and over to cultivate it to the reader