Cultivation theory - George Gerbner

Question 1

What does Gerbner’s Cultivation theory say about the way media represents people/groups?

Answer 1

Generally tends to repeat representations

Question 2

What does Gerbner’s Cultivation theory say about the effect that repeated representations has on an audience?

Answer 2

It builds up slowly over time

Question 3

If you were to see a group of people being represented as violent repeatedly in media, what impact does Gerbner’s Cultivation theory say this will have on audiences?

Answer 3

Eventually you might start to believe this is true and accept it as realistic as a result of it being engrained into your brain

Question 4

Gerbner believes that repeated representations _________ our ideas and change our perceptions/behaviour over time

Answer 4

cultivate

Question 5

What does Gerbner say about the cultivation effects of the media?

Answer 5

They can change the dominant ideologies of society

Question 6

If we begin to see more positive representations of a person or group within media, what is likely to happen?

Answer 6

Society’s perception of that social group may become more positive and this will become the more dominant ideology in society