Gerbner’s cultivation theory

• Who developed the cultivation theory?

  George Gerbner
• What does cultivation theory suggest about media representations?

  Media tends to repeat representations of people or groups over time.
• How does repeated exposure to media representations affect audience beliefs?

  It can lead audiences to accept those representations as realistic over time.
• What happens when a group is represented as violent and aggressive in the media?

  Initially, audiences may not believe it, but repeated exposure can change their perception.
• If a social group is positively represented in the media over time, what might happen to societal perceptions of that group?

  Society's perceptions of that group may become more positive.
• What is the main effect of repeated media representations according to cultivation theory?

  • Cultivates or grows audience ideas
  • Changes perceptions over time
  • May influence behavior
  • Establishes dominant ideologies in society
• What is the time frame in which the effects of media representations build up according to cultivation theory?

  Over days, months, and years.
• How do positive media representations influence societal ideologies?

  They can lead to the establishment of a more positive dominant ideology in society.
• What does Gerbner believe about the impact of media on audience members?

  Repeated representations can ingrained beliefs into audience members' minds.
• Who developed the cultivation theory?

  George Gerbner
• What does cultivation theory suggest about media representations?

  Media tends to repeat representations of people or groups over time.
• How does repeated exposure to media representations affect audience beliefs?

  It can lead audiences to accept those representations as realistic over time.
• What might happen if a group is repeatedly represented as violent in the media?

  Audiences may start to believe that the representation is true.
• If a social group is positively represented in the media over time, what might occur in society?

  Society's perceptions of that group may become more positive.
• What is the process by which repeated media representations influence audience perceptions according to cultivation theory?

  • Repeated exposure to representations
  • Gradual acceptance of those representations as reality
  • Change in perceptions and potentially behavior
  • Establishment of dominant ideologies in society
• What is the effect of media representations on the audience over time?

  The effect builds up slowly but surely.
• How do repeated representations in media contribute to the concept of dominant ideologies?

  They create societal ideas of what is considered mainstream.
• What does Gardner believe about the impact of repeated representations?

  They cultivate or grow our ideas and change perceptions.
• How might the media's portrayal of a social group influence behavior over time?

  It may change behavior as perceptions shift.
• What are the implications of cultivation theory for understanding media influence on society?

  • Media shapes perceptions through repeated representations
  • Long-term exposure can alter beliefs and behaviors
  • Establishes what is viewed as mainstream or dominant ideology
• Who developed the cultivation theory?

  George Gerbner
• What did Gerbner hypothesize about mass media in the 1960s?

  It produced a broad socialisation effect
• How does Gerbner's view of television's influence differ from Bandura's?

  Gerbner believes it influences all society
• What factors contribute to television's capacity for social change according to Gerbner?

  • Television is easily decodable
  • Access is largely cost-free
  • Consumption is intensified
  • Centralized production of cultural symbols
  • Encoded using realism
• What does Gerbner claim about television's accessibility?

  It is largely cost-free
• Why is television considered easily decodable?

  It can be understood by everyone
• What does Gerbner mean by television consumption being intensified?

  People spend more time watching it
• How does Gerbner describe the nature of television production?

  It is centralized and homogenous
• What does Gerbner suggest about the realism of television drama?

  It reflects the real world closely
• When was George Gerbner born?

  1919
• What was Gerbner's lived experience regarding mass media?

  He witnessed its growth firsthand
• What was the focus of Gerbner's research similar to Bandura's?

  Screen depictions of violence
• What does Gerbner's concept of fear cultivation entail?

  Media replaces pre-existing symbol systems
• What did Gerbner argue about television's role in society?

  It became the dominant socializing force
• What were the key findings of Gerbner's Violence Index?

  • 80% of programs contained violence
  • 90% of children's weekend programs had violence
  • Average of 8 violent episodes per hour
• What percentage of programs contained violence according to the Violence Index?

  80%
• What alarming statistic did Gerbner find regarding children's programming?

  90% contained violent content
• How did Gerbner's findings relate to character involvement in violence?

  Females were more often victims than males
• What demographic did Gerbner find to be especially prone to victimization?

  Elderly women and non-white females
• What does the phrase 'If it bleeds, it leads' imply about news media?

  Violent events are prioritized in coverage