Cultivation theory explores the way in which repeated exposure from TV and other media texts can result in the viewer's change in attitude. Professor George Gerbner and Larry Gross theorised the cultivation theory and concluded that TV is a pivotal component of the socialisation of most people into standardised roles and behaviours. The exposure to television will alter the viewer's perceptions of reality in the long term which will have small yet significant effects. The more time that viewers spend watching on the TV, the more likely they are to believe that social reality aligns with reality portrayed on television. As a result, the content that is being viewed and the different ideological messages transmitted heavily influence the viewer's perceptions of the real world.
The cultivation theory can be broken down and analysed through three different types of viewers:
Heavy Viewers
The first would be heavy viewers of TV who are thought to be 'cultivating' attitudes that seem to believe the world as presented on TV is an accurate depiction of the real word. Prolonged watching of television can convince the viewers of a certain example of violence. The effects of cultivation are broken down into two distinct levels where the first order involves the general beliefs about the world and second order involving specific attitudes, such as hatred or despise for law and order. Heavy viewers are sometimes unaware of the extent to which they absorb media texts and view themselves as only moderate viewers but in fact or not.
Light Viewers
These type of viewers tend to spend less time on TV than heavy viewers, and ultimately consume less media texts. Those who view less than four hours of TV a day will fall into this category and ultimately will not be as effected as heavy viewers. Their judgement and depiction of society will be less influenced by the TV and more realistic.
Moderate Viewers
Moderate viewers will watch less than four hours a day and avoid watching the TV at times. They are less likely to be influenced by the TV and their perception of reality will not be altered by media texts such as when watching violence on TV.
Heavy Viewers
The first would be heavy viewers of TV who are thought to be 'cultivating' attitudes that seem to believe the world as presented on TV is an accurate depiction of the real word. Prolonged watching of television can convince the viewers of a certain example of violence. The effects of cultivation are broken down into two distinct levels where the first order involves the general beliefs about the world and second order involving specific attitudes, such as hatred or despise for law and order. Heavy viewers are sometimes unaware of the extent to which they absorb media texts and view themselves as only moderate viewers but in fact or not.
Light Viewers
These type of viewers tend to spend less time on TV than heavy viewers, and ultimately consume less media texts. Those who view less than four hours of TV a day will fall into this category and ultimately will not be as effected as heavy viewers. Their judgement and depiction of society will be less influenced by the TV and more realistic.
Moderate Viewers
Moderate viewers will watch less than four hours a day and avoid watching the TV at times. They are less likely to be influenced by the TV and their perception of reality will not be altered by media texts such as when watching violence on TV.
Cultivation Theory Model
The cultivation theory model presents the way in which TV viewing can alter the viewers perception of social reality and change their attitudes.
Mean World Syndrome
Mean World Syndrome
Long term exposure to violent media will also make the audience more likely to behave violently and become less shocked by violence, although there are no evidence to prove this theory. This is called the Mean World Syndrome which is an assumption of the cultivation theory. Gerbner concluded that violent content in television and other forms of media texts make viewers believe that the world is more dangerous than it actually is. Through the consumption of violence, they will develop an exaggerated belief that the world is prone to violence and it is a cruel word. Thus, this will trigger the viewers and it will seem to them as violence is a constant threat to their lives.
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