cultivation theory Flashcards
what is cultivation theory
Gerbner. the idea that over time repeated messages come to be normalised and become the dominant ideology, no matter whether we agree with them or not
the times cultivation theory
participates in the continued cultivation of right wing dominant ideologies
‘labour has been criticised for delaying reform to social care’
‘patients are being left to die’
‘this year’s winter flu outbreak should not be blamed’
owned by rupert murdoch and needs capitalism to profit. also gains mass audience as 8/10 of the most popular papers in the UK are right wing.
the mirror cultivation theory
mirror somewhat participates in the cultivation of more left wing alternative ideologies
‘desparate nurses reveal daily horros’
‘10 years of health service cuts’
‘dedicated, caring but let down by the system’
fills a left wing gap in the market, left wing target audience
why do w eve need to be worried about cultivation theory in the news
8/10 top 10 newspapers are right wing, dominant cultivation is right wing. 10/15 of top 15 online news outlets are owned by 3 companies meta alphabet and xcorp.
