This is a blog about my teaching, research and service with some occasional personal comments thrown in.
These are my notes on a variety of topics. If you want to follow my blog posts on a specific topic, then see the Table of Contents in the right-hand column. While I try to work in the realm of facts, logic and moral absolutes, if there are any opinions expressed here, they are my own. -WilliamHartPhD
Monday, October 15, 2018
MediaTheory: Cultivation Theory (W9-P1) Fa18
Now, let's look at media theories that operate at the more sociological level.
First, let's look at cultivation theory. "The central tenet [of cultivation theory] is that heavy viewing literally cultivates a common view of the world" (Rosenberry & Vicker, p. 105). According to George Gerbner, when using cultivation theory, we are looking at the long-term effects of repeated viewing has on an audience. Here we are not looking at the immediate, one-time effect of a single media program, like the War of the Worlds broadcast.
Everyday definition of cultivate: "to prepare or prepare and use for the raising of crops... also: to loosen or break up the soil about (growing plants)" (Merriam-Webster Dictionary).
Compare Gerbner's use of the term with how a farmer uses the term. Similarities?
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