Gerbner - Cultivation Theory

Question 1

What is Cultivation Theory?

Answer 1

Analyses the relationship between the media and audience.

Question 2

What does Cultivation Theory believe?

Answer 2

That the media has gradual effects on its audience ~ the more you consume, the more the impact.

Question 3

How is Cultivation Theory used in the news?

Answer 3

The newspaper e.g. the Daily Mail has a specific target audience so has to use certain wording in their newspaper to grab the reader’s attention as it is what they believe e.g. having negative views about asylum seekers ~ “Asylum: you’re right to worry”.

Question 4

What is the idea of Cultivation Theory?

Answer 4

• The idea that exposure to repeated patterns of representations over long periods of time can shape and influence the way people perceive the world around them.
• Cultivation reinforces mainstream values (dominant ideologies) - Pretty girls, strong boys, etc.