Partial test 1 lecture 2 Study cultivation theory, priming and social Flashcards
Study cultivation theory, priming and social learning theory
Basic definition of cultivation theory
The overall pattern of TV messages cultivates, after repeated exposure over a long period of time, a shared perception of the world. Watching a lot of TV changes our beliefs about reality.
Three research foci of cultivation theory
- Institutional process analysis
- Message system analysis
- Cultivation analysis
The cultivation theory was established by …
George Gerbner
What is ‘Institutional process analysis’
Knowing what is going on behind the TV shows. (The motivation and policies of the media organisations.)
What is ‘Message system analysis’
Content analysis of what is actually portrayed on television. Aimed to identify patterns in television content (like how often do they show violence).
What are the Cultivation analysis first order effects
Cultivated prevalence estimates. Example; people start believing it is more likely to be attacked on the street than it actually is.
What are the Cultivation analysis second order effects
Peoples actual beliefs and morals start to change. They could start believing in a mean or just world.
What is the ‘mean world syndrome’?
Believing that the world is a bad place. Example, you watch a lot of CSI and now you believe people get killed on a daily basis.
What is the cultivation differential?
Percentage difference in giving TV answers between heavy and light TV viewers.
What are TV answers?
Answers based on the likelihood that something happens on TV instead of in real life.
Two propositions of cultivation theory
- Mainstreaming
2. Resonance
Explain ‘Mainstreaming’
Heavy TV viewing behavior causes everyone to start sharing the same beliefs.
Explain ‘Resonance’
When the TV world resembles aspects of people’s real world, then they are more likely to get cultivated ideas from watching a particular show.
Critique on cultivation theory
Difficult to establish causality; you don’t know if people watch a lot of TV because they are afraid of the world OR if they are afraid of the world because they watch a lot of TV.
So many different media now, that it is difficult to see the TV as a powerful medium.
Difficult to measure, because there is no before and after, TV is a part of our lives.
Explain ‘Accessibility principle’
The more we get confronted with certain messages, the easier we can acces it in our brains. So, we are likely to use that information when making decisions in real life.
Explain ‘Priming’
All concepts and ideas in our brain are somehow interconnected and when one concept is activated, all linked concepts are also activated.
How does priming work with television
The more people see certain concepts on television, the stronger they get interconnected with other concepts in their brain.
Explain ‘Activation recency-hypothesis’
The more a certain category in our brain is activated, the more likely we are to use it to make decisions in life. (It becomes chronically accessible if it is repeated frequently).
Social learning theory by …
Albert Bandura
Social learning theory in general
People learn from modelling after behaviour they have observed from others. Like parents, teachers or friends.
Social learning theory applied to media
People learn from modelling after behaviour that they observe from characters on TV
Three steps of observational learning
- Attention
- Retention
- Motivation
Explain attention in social learning theory
Before we can learn from something it first has to grab our attention
Explain retention in social learning theory
We don’t immediately act upon behaviour we observe on TV. We save it in our heads for when we might need it. Because of this we can apply the same behaviour in different situations and contexts.
Explain motivation in social learning theory
What observed behaviour we do and do not model after depends on our outcome expectancies.
When we expect rewards, we do copy the behaviour.
When we expect punishment, then we do not copy the behaviour.
How did Albert Bandura test his social learning theory?
The Bobo doll experiment; Let kids observe adults kicking a doll in real life and on a screen and observe how the kids behave afterwards.
Counter theories of the Social learning theory
- Excitation transfer theory
2. Catharsis theory
Explain ‘Excitation transfer theory’
Aggressive behaviour is caused by arousal. When watching violence on TV, we get aroused and want to ac t on it ourselves.
Explain ‘Catharsis theory’
Watching violence on TV is actually a way to blow off steam and therefore it makes us less aggressive in real life.
Critique on social learning theory
The experiment of this theory does not resemble the real world. The theory is just too broad to test in entirety and therefore it is too difficult to find a good causality relationship.
