GEORGE GEBNER- CULTIVATION THEORY Flashcards
What is main idea of Gebner’s cultivation theory?
- LONG-TERM exposure to media can shape audiences perceptions of reality, attitudes, and social perceptions.
- Even REGULAR exposure to certain ideologies can normalise specific worldviews.
Media can shape perception or normalise worldviews.
Define mainstreaming?
- The process by which heavy media consumption causes DIVERSE audiences to develop HOMOGENOUS perceptions of reality.
After watching hours of reality TV where luxury lifestyles are portrayed, viewers from different economic backgrounds start believing that wealth and fame are the norm.
Define resonance?
- When a person’s real-life experiences align with media portrayals, intensifying the cultivation effect.
A person who has experienced a home burglary watches crime dramas frequently and becomes even more fearful of crime in their neighborhood.
Define Mean World Syndrome?
- Refers to the phenomenon where heavy media consumers believe the world is MORE dangerous and violent than it actually is, because of repeated exposure to crime-related media.
A heavy consumer of true crime documentaries starts believing that violent crime is common everywhere and becomes overly cautious when going out at night.
Define First-Order Effects
- Media’s influence on people’s factual beliefs about the world
Someone who watches a lot of political news might overestimate the actual crime rate in their city because the news frequently covers crime stories.
Second-Order Effects?
- Media’s influence on attitudes and values
(e.g., believing people are generally untrustworthy because of negative portrayals in the media).
