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Chapter 29 cultivation theory George Gerbner

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cultivation theory

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1

Cultivation theory

heavy television users develop an exaggerated belief in a mean and scary world
- TVs power comes from content symbolic of real-life drama shown hour after hour
-violence is principle message

2

An Index of violence

Objective measure to allow people to discuss TV trends on basis of fact

3

Cultural indicators project

systematic tracking of changes in television content and how those changes affect viewers perceptions of the world

4

Dramatic Violence

Overt expression or threat of physical force as part of plot
-rules out verbal abuse, idle threats, pie-in-the face slapstick
- includes physical abuse in cartoon formats

5

Equal Violence unequal Risk

over half of prime-time programs contains violence or threats
- symbolic vulnerability of minority-group members
-Symbolic double jeopardy
- existence is understated
- vulnerability to violence is overplayed

6

Establishing a viewer profile

nature of cultivation hypothesis makes laboratory testing impossible
-effects of heavy TV viewing seen only after years of buildup

7

Cultivation differential

compares the attitudes of light and heavy viewers
survey targeted four attitudes
-chances of involvement with violence
-fear of walking alone at night
- perceived activity of police
- general mistrust of people(mean world syndrome)

8

Minds plowed by television grow fearful thoughts

cultural indicators evidence suggests that the minds of heavy TV viewers become fertile grounds for sowing

9

Mainstreaming

process by which heavy TV viewers develop a common socially conservative outlook through constant exposure to the same images and labels
- Bends "TV types" toward political right while seeing themselves as moderate and middle class

10

Resonance

Heavy viewers grow more apprehensive through resonance
*resonance- process by which television violence causes viewers to replay real-life experiences
-amplifies the cultivation effect

11

Does Dramatic violence still cultivate fear

Media landscape has changed radically since Gerbner began his analysis
-The more things change the more they stay the same
-violence in programs supplemented/replaced by violent video games and graphic newscasts


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