Cultivation Theory

1. Cultivation Theory

2. Cultivation Theory • “Cultivation theory claims that television cultivates, or promotes, a view of social reality that is inaccurate but that viewers nonetheless assume reflects real life” (244).

3. Cultivation Theory • “Cultivation is the cumulative process by which television fosters beliefs about social reality. According to this theory, television portrays the world as more violent and dangerous than it really is” (245). • Cumulative impact as opposed to a “magic bullet.”

4. Violence • The National Commission on the Causes and Prevention of Violence (1967 and 1968). • The Surgeon General’s Scientific Advisory Committee on Television and Social Behavior (1972).

5. Violence • Content Analyses of television demonstrate high incidence of violence. • Cultivation theory infers from the high rate of televised violence that viewers will come to expect and tolerate violence in their real lives. In other words, they will come to see the world as a violent place.

6. Cultivation of… • Attitudes toward sex roles. • Development of racial/ethnic stereotypes. • Expectations concerning physical appearance and sexuality. • “If we believe that all relationship problems can be fixed, that sex can always be sublime, and that couples live happily ever after, then we’re likely to be dissatisfied with real relationships that can’t consistently live up to these synthesized images” (248).

7. 2 Mechanisms of Cultivation • Mainstreaming: “television’s ability to stabilize and homogenize views within a society” (248). • Resonance: “the extent to which something is congruent with personal experience” (249).

8. Assumptions of Cultivation Theory • Television is unique because it is pervasive. • The pervasiveness of television gives it the power to establish the cultural mainstream. • Television cultivates broad assumptions as opposed to specific attitudes. • Television is a medium of conservative socialization (it reinforces cultural norms and practices).

9. Assumptions of Cultivation Theory • The observable effects of television on culture are relatively small. • New technologies extend television’s influence.