Gerbner's research focused on the larger meaning of heavy television consumption instead of the meaning behind specific messages. Television, Gerbner suggested, binds diverse communities together by socializing people into standardized roles and behaviours thus, television functions as part of the enculturation process. Ĭultivation theory suggests that exposure to media affects a viewer's perceptions of reality, drawing attention to three aspects: institutions, messages, and publics. In a 2004 study, surveying almost 2,000 articles published in the top three mass communication journals since 1956, Jennings Bryant and Dorina Miron found that cultivation theory was the third most frequently utilized cultural theory. Cultivation theory aims to understand how long-term exposure to television programming, with its recurrent patterns of messages and images, can contribute to shared assumptions about the world.
Such images and messages, especially when repeated, help bring about the culture that they portray. The more media that people consume, the more their perceptions change. In practice, images and ideological messages transmitted by popular media heavily influence perceptions of the real world. The theory's key proposition is that "the more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with reality portrayed on television." Because cultivation theory assumes the existence of objective reality and value-neutral research, it can be categorized as part of positivistic philosophy. Cultivation theory began as a way to test the impact of television on viewers, especially how exposure to violence through television affects human beings. Ĭultivation theory was first advanced by professor George Gerbner in the 1960s it was later expanded upon by Gerbner and Larry Gross.
It suggests that people who are regularly exposed to media for long periods of time are more likely to perceive the world's social realities as they are presented by the media they consume, which in turn affects their attitudes and behaviors. Ĭultivation theory is a sociological and communications framework to examine the lasting effects of media, primarily television. Diagram summarizing the process of cultivation theory from a psychological point of view.
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