COMM 102 Lecture Notes - Lecture 17: Recap (Software)
12 Jun 2018
School
Department
Course
Professor
Cultivation
Outline
● Cultivation
● Cultural Indicators Project
● Cultivation Research
● Cultivation Concepts
● Theoretical Basis for Cultiation • Recent Research
Cultivation: Long-term TV viewing and reality
● Heavy viewers grossly overestimate crime statistics
● Concern: Effect on children
● Media effects tradition one of most prolific, socially important, and highly scrutinizes areas of
mass comm research
● Many studies show that TV viewing distorts perception of reality
The Cultural Indicators Project
● Headed in 1960s by George Gerbner
● Three components:
(1) Cultivation theory → Over time, heavy TV watchers develop world views
similar to what is seen on TV (mean world syndrome)
(2) Institutional process analysis→ How messages are made, managed,
and distributed
(3) Message system analysis→ The way images are portrayed in media
content
● 1st study for President Johnson’s Commission on the Causes & Preention of Violence
● Mean world index→ Measures TV audience perceptions of world violence and
aggression
● Performs content analysis of TV violence annually
● Focuses on network TV broadcast content
● Investigates cultivation effect of TV portrayals regarding age, gender, social behavior, etc.
Cultivation Research
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Media effects tradition one of most prolific, socially important, and highly scrutinizes areas of mass comm research. Many studies show that tv viewing distorts perception of reality. 1st study for president johnson"s commission on the causes & pre(cid:475)ention of violence. Mean world index measures tv audience perceptions of world violence and aggression. Performs content analysis of tv violence annually. Investigates cultivation effect of tv portrayals regarding age, gender, social behavior, etc. Two research methods (1) content analysis of tv programs (2) survey methods to evaluate viewer perceptions. Older people rare & often portrayed as sick/dying. Violent crime involves more than half of characters in reality less than 1% Consistent reality distortion lends credence to theory. Mainstreaming a dominant set of attitudes & values is repetitively presented on tv. Resonance some real-world events support distorted image & reinforce cultivation effect. Cultivation assumes that tv & viewing public interact. Psychological processes involved in cultivation effects need further examination.
