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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