Mass Media Models (Cultivation Theory)

Question 1

Who developed the cultivation theory?

Answer 1

George Gerbner (1960s).

Question 2

What 2 approaches does the cultivation theory combine?

Answer 2

1) . Hypodermic syringe.

2) . Active audience approaches.

Question 3

What does the cultivation theory acknowledge about media’s effects on the audience?

Answer 3

It does have important effects, but not in such immediate and direct ways.

Question 4

What is an example of media having prolonged and indirect effects on the audience?

Answer 4

Ivor Crewe =

• conducted a study of the Sun in the 1970s.
• at the time, Sun shifted from Labour to Conservative.
• readers slowly shifted to Conservative affiliations.

Question 5

What approach uses the cultivation theory?

Answer 5

Marxists =

• media is a powerful tool for drip feeding capitalist ideas, norms and values.