A Research Study On Cultivation Theory

The evolution of television content is currently steadily moving towards reality television shows. The shift from interest in fiction drama series to reality shows has turned the regular television viewers into addicted voyeurs. There have been diverse views on the effect of reality television shows ranging from support to criticism. George Will, in his article “Reality television: oxymoron” believes that reality television is making ordinary people degenerate morally and act stupid in the effort to please a disinterested audience. Reality TV shows are relying heavily on building extraordinary characters or events out of the norm and attract the attention of the audience. Kellner argues that the audience is enticed by “media constructs

In “Life According to T.V.” written by Harry Waters and published in Newsweek in 1991, Waters examines the effect that television has on everyday lives. He says that TV has given Americans an unrealistic view of how life works. From jobs to minorities to how women are portrayed to crime rates nearly all aspects of TV are unrealistic or exaggerated. George Gerbner was used to back up Water’s theory on how television impacts people. Water states that heavy viewers of TV are more unrealistic in their view of the world than light viewers because they are exposed to more of the unrealistic ideas portrayed in TV shows than light viewers. The jobs on TV are often expressed as high ranking jobs like lawyers, doctors and athletes rather than blue collar or service jobs such as small businessman or teacher. According Waters the elderly are depicted as being sick and weak when they are actually the opposite. Women are also portrayed as mothers and lovers more often than successful working women.

Television is the mainstream of our culture. Violence on television has been a topic of conflict since before 1950. There have been repeated debates on how to protect children from the harmful effects of violence on television. Television is one form of modern media that influences the everyday lives of people. Televised violence has a major effect on how children perceive the world and how they behave. "American television has become the most violent in the world. It is for this reason why researchers have focused their attention toward television violence" (Cantor & Hoffner 424-4-25). Children enjoy watching television and now with the increased technology of cable and movie

Cultivation Theory was developed by George Gerbner, and it speculated that the longer people watched television, “the more likely their conceptions of reality will reflect what they see on television” (Lett et al., 2004, p. 40). This way of thinking emerged when television gained popularity during its younger years, and people started investigating the long-term effects of watching television.

Assess sociological explanations of the role of the mass media in creating moral panics about crime and deviance:

    As previously stated, the Cultivation Theory is the belief that prolonged exposure to the media will condition your thinking. To be specific, repeatedly seeing something (or the lack thereof) on TV or in movies affects the way you view the world around you. According to “Living With Television: The Violence Profile”, “All societies have evolved ways of explaining the world to themselves and to their children. Socially constructed ‘reality’ gives a coherent picture of what exists, what is important, what is related to what, and what is right.” (Gerbner). This quote relates to the idea of media representation by implying that what is shown on the media is portrayed in such a way that makes the consumer believe it is reality. As an example, if the media portrays homosexuals as sassy and bossy, it will be done repeatedly until that single idea becomes a ‘reality’. The media also uses this tactic in reverse, which is called symbolic annihilation. This concept says that lack of representation in the media equates to lack of existence in society. The less you are seen in the media, the more you are deemed imaginary and will be treated as such.

There is a plethora of crime related movies, TV shows, video games, etc. Violent portrayals of crime are everywhere. As most Americans do not have any personal experience with the criminal justice system, public knowledge of how it operates comes mostly from the media. Dowler (2003) did a study on the relationship between consumption of such media and fear of being victimized by crime. He found that there is, in fact, a relationship and people who consume more of this media are more afraid of crime. “Regular viewers of crime shows are more likely to fear or worry about crime. Similarly, regular crime drama viewers are more likely to hold negative attitudes toward police effectiveness.” (Dowler,

Television has increasingly become the quintessential epicenter of communication, since its invention, in 1927. At any moment in time 2.5 billion people are viewing some form of television broadcast (Ballard). Modern society has introduced various categories of television. These variations range from educational to violent. This broad spectrum makes it hard to generalize the effects it has had on American youth; however, television seems to have increased moral and intellectual degradation. Through violent shows and monotonous news broadcasts, American youths have become desensitized to the poverties, and hardships of the world. This desensitization has had several, and moreover negative, moral impacts on the youths of America. Nevertheless,

According to the Mean World Syndrome, heavy television viewers tend to be more fearful about society and crime which in turn makes them take any TV show seriously that depicts crime. Since television is the leisure activity in America, it has brought

In Growing Up With Television: Cultivation Process, Morgan, Shanahan and Signorielli assert that “long-term exposure to television tends to cultivate the image of a relatively mean and dangerous world (Morgan et al., 2009).” Rooted in the amount of time spent consuming content, the mean world syndrome is central to Gerber’s Cultivation Theory, or Effect. The theory states that they are viewing habits range from light to medium to heavy. Although subjective, the amount of time spent consuming content is a key component of cultivation effect. Morgan et al., noted that “the relative difference in viewing levels are more important than the specific amount of viewing (Morgan et al, 2009).”

It explains the impact of violence in our society and how that could bring to a person or their memory the image of physical or emotional assault. In most circumstances, the person affected with the violence is more aware that violence is an action that can have impact on people. There is also another form of violence where individual that is being affected in most cases are unaware of the violence inflicted upon them. For example, we have television seen as a source of the most broadly shared images and messages in history; it is the mainstream of the common symbolic environment into which children are born and which has a major part to play in our lives. One can argue that media violence contribute towards social violence where the effects place a huge impact in ones being. Television violence is not only a form of media violence; there are other significant forms of media that contribute to media violence which are computer games, comic books, and

Cultivation theorists are best known for their study of television and viewers, and in particular for a focus on the topic of violence. However, some studies have also considered other mass media from this perspective, and have dealt with topics such as gender roles, age groups, ethnic groups and political attitudes. A study of American college students found that heavy soap opera viewers were more likely than light viewers to over-estimate the number of real-life married people who had affairs or who had been divorced and the number of women who had abortions (Dominick 1990, p. 512).

          Due to violence on television, children become less sensitive to that pain and suffering of others or to become more aggressive to others. It also makes children more fearful to the world around them. (Abelard 1) Viewing habits of children observed for many decades deduced that violence on TV is associated with aggressive behavior, more than poverty, race, or parental behavior. It also reported that a TV show contains about 20 acts of violence an hour.

Furthermore, George Gerbner has studied the effects of television violence (sensationalism) for more than thirty years. Through his studies, George Gerbner has found that violence seen on television does not promote violent behavior. It does much worse;

Media is also being tied to the increasing violence in US children. “Children are increasing anti-social and aggressive behavior, become less sensitive to violence and those who suffer from violence, children may view the world as violent and mean fearful of being a victim of violence. Children may desire to see more violence in entertainment and real life, and children will view violence as an acceptable way to settle conflicts.”( Buchanan, A.M., Gentile, D.A., Nelson, D.A.,Walsh, D.A., Hensel, J. 2002) Astonishingly, more time is being spent on watching television then homework which differ from child to child. A child’s interpretation of what they watch depends on of their attention spans, the way in