User:Gjd001aquinas/Cultivation theory

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Cultivation theory was developed by George Gerbner, a dean of the Annenberg School for Communication at the University of Pennsylvania. The central idea behind the theory is that the more an individual watches television (particularly violent content) the more that individual will perceive their own realistic world as violent. George Gerbner believed that television made a significant impact on our society (Griffin). Gerbner compared the messages of television as having a similar impact that church and family institutions had (Griffin)(Gerbner).

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(I believe this article could use a re-structuring. It seems random. My thoughts are to break it down into the three analyses of the theory: message, cultivation, and Institution. This is similar to our textbook.) Cultivation theory consists of three analyses: Message system analysis, cultivation analysis, and institutional process analysis (Griffin).

(The headings in bold listed as: Message system Analysis, Cultivation analysis, and Institution analysis are the heading I would like to use as the structure of the article and have some of the principles, tenets, and key terms of the theory under these three headings)

Message System Analysis

(Create message system analysis heading and include the heading "dramatic violence" under this as a subheading.)

The message system analysis focuses on the content that is displayed in television programs. Gerbner's main focus of TV viewing was the depiction of violence in tv shows and movies. In particular, he found the most common type of violence was dramatic violence (Griffin). The Coding of Health and Media Project or CHAMP, created a violence code book that defined Dramatic Violence as "intentional infliction of physical pain or harm on a character by another or the implication of intention to harm." (CHAMP) This sort of violence excludes sports violence, natural disasters seen on the news, and or comedy violence such as boxing, verbal threats, (CHAMP) (Giffin) CHAMP's analysis also involves a quantification of the explicitness of violent acts from 1-5, fatalities from violence, a definition for Comedic violence (CHAMP).

Cultivation Analysis

Cultivation Theory is mostly centered around cultivation analysis. This aspect of the theory pays attention to how TV's messages may influence the viewer. George Gerbner's research associates Michael Morgan, James Shanahan and Nancy Signorelli give their definition of cultivation:

"The concept of 'cultivation' thus refers to the independent contribution television viewing makes to audience members' conceptions of social reality. Television viewing cultivates ways of seeing the world-- Those who spend more time 'living' in the world of television are more likely to see the 'real world' in terms of images, values, portrayals and ideologies that emerge through the lens of television (Morgan, Shanahan, Signorielli)."

Institutional process analysis

Application of Theory

Altruistic Behavior

(more research included in this section)

A research study that examines television veiwing, narrative engagement, and three Idealistic moral expectations: just world beliefs, altruism of doctors, tolerance of others. They found that television viewing, narrative engagement, and moral expectations were all dependent on each other.

Gender and Sexuality

(under this heading, I thought this citation would be a significant addition.)

Cultivation theory has been utilized when conducting research on sexual attitudes regarding women. Rita Seabrook found that there was a positive relationship of veiwing reality tv, pornography, and sports programming and an acceptance of objectifying women and a higher tolerance for sexual aggression )

Politics and Policy Preferences

(Under this heading, I want to include the study from our textbook about Heavy TV veiwing and Authoritarian beliefs from Morgan and shanahan, "Television and the Cultivation of Authoritarianism")

New Media

(Under the heading of New Media might be an important topic to expound on in the age of social media and Smart phones. This is what I have.)

Technology has evolved since George Gerbner developed this theory. Society has more media to consume than just prime-time television. Andrew Ledbetter identified three key differences in television in the age of new media: recordable, mobile, and many choices. Recordable means people have the ability to watch programs at anytime as opposed to the mid-century when television had a time-specific showing of any program. Mobile means people have the ability to watch video content wherever they go through smartphones. And third, many choices entails the multitude of streaming platforms, and even the many choices withing each streaming platform.

Critique

(The critique is one paragraph. Our textbook has more to criticize about this theory. I believe it needs more content. I would like to include this source from our textbook, Also move this heading to the end of the article)

Elihu Katz listed this theory in his article,"Six Concepts in search of Retirement" (Katz, Fialkoff)

Although there is a significant correlation between TV viewing and perception of reality, Cultivation effects has a small influence on our perception of the world.

There is little evidence that tv viewing causes fear of violence. There may even a reverse in in the relationship where fear of violence increases tv viewing. Other variables may influence this relationship, like living in an area with a high-crime rate.

Given that this theory developed before the age of the internet and social media, Morgan, Shanahan and Signorelli offer a suggestion about where the theory could go next in the age of new media. In the age of new media is recordable, mobile and has many choices, the authors wonder if the content and messages have become more diverse, therefore having an influence on cultivation.