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Topic: Cultivation theory

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	Cultivation Theory
		Cultivation theory (sometimes referred to as the cultivation hypothesis or cultivation analysis) was an approach developed by Professor George Gerbner, dean of the Annenberg School of Communications at the University of Pennsylvania.
		Cultivation theorists are best known for their study of television and viewers, and in particular for a focus on the topic of violence.
		Cultivation theory offers a very plausible case, particularly in its emphasis on the importance of mediation and on the symbolic function of television in its cultural context.
	www.aber.ac.uk /media/Documents/short/cultiv.html (2601 words)

	Audience Research: Cultivation Analysis
		Cultivation analysis, developed by George Gerbner and his colleagues, explores the extent to which television viewers' beliefs about the "real world" are shaped by heavy exposure to the most stable, repetitive, and pervasive patterns that television presents, especially in its dramatic entertainment programs.
		Cultivation researchers argue that television contributes to a blurring of cultural, political, social, regional, and class-based distinctions, the blending of attitudes into the television mainstream, and the bending of the direction of that mainstream to the political and economic tasks of the medium and its client institutions.
		Cultivation analysis concentrates on the enduring and common consequences of growing up and living with television: the cultivation of stable, resistant, and widely shared assumptions and conceptions reflecting the institutional characteristics and interests of the medium itself and the larger society.
	www.museum.tv /archives/etv/A/htmlA/audienceresec/audienceresec.htm (2075 words)

	AEJMC Archives -- October 1999, week 1 (#107)
		Criteria for an Ideal Theory Theories are not truths but the products of scientific interpretation conducted by fallible human beings; thus it stands to reason that any scientist dedicated to the pursuit of knowledge must envision a theoretical ideal with which to compare and evaluate her own guiding theories.
		Cultivating the Thin Ideal The "thin ideal" provides an optimal example of an effect to be considered in a discussion of the broadening of the conceptualization of cultivation and its contribution as an explanatory theory.
		Cultivation, however, does allow a connection to be made between media and the notions of perfectionism and ineffectiveness as portrayed in the media in relation to body type.
	list.msu.edu /cgi-bin/wa?A2=ind9910A&L=aejmc&P=R104235 (5327 words)

	AEJMC Archives -- February 1996, week 3 (#12)
		First, although the original cultivation theorists do not incorporate a perspective of viewing motivation into their theoretical formulation, it would be overinterpretation to say that the original theory assumes that all viewers watch TV with the same motives.
		The original theory may have some theoretical and methodological aspects that should be refined, but the hard core of the original theory is still valid as it is. Refining some aspects of the protective belt, we may turn those criticisms into corroborating instances.
		Cultivation theory is a pioneering approach to this difficult task.
	list.msu.edu /cgi-bin/wa?A2=ind9602c&L=aejmc&F=&S=&P=1657 (9799 words)

	[No title]
		Bullet Theory A. The theory "Predicts strong and more or less universal effects of mass communication messages on all audience members who happen to be exposed to them." B. Previously refereed to as the "hypodermic needle theory" or the "transmission belt theory." II.
		The effect of all of this exposure to the same messages produces cultivation which is the teaching of a common world view, common roles and common values.
		Dependency theory: Fig.14.5, text p.263 A. stressed the tripartite relationship of society, media and audiences as the determinant of media dependencies B. in a complex and modern society there are many matter that the audience can be uncertain about - this ambiguity is stressful, constantly people may turn to the mass media to reduce uncertainty.
	cda.mrs.umn.edu /~burkebr/spch3710ch14.txt (1058 words)

	Cultivation Analysis
		Cultivation theory claims that there are distinct differences between viewers who watch greater amounts of television; that their world view is shaped and formed by the main source of information and entertainment.
		Cultivation theory does not hold that unique individual viewing episodes work to change the consciousness of individuals or a nation.
		Within the context of the cultivation theory mainstreaming refers to the overall impact of television viewing as a factor on influencing the viewer’s attitudes and views of society.
	zimmer.csufresno.edu /~johnca/spch100/7-4-cultivation.htm (1364 words)

	SUMMARY, DOCTORAL THESIS (Site not responding. Last check: 2007-11-04)
		Cultivation theory as ritual theory fails also due to its lack of recognising ritual presupposing a contrast, that which is not ritual.
		Gerbner's ritual theory of television would gain higher explanatory power if the ritual qualities of television were conceptualised as clearly distinguished from the routine and habitual qualities of television.
		By twisting the underlying cultural theory from functional analysis of the image-cultivation of storytelling to representational analysis of enactments of ritual, the approach proposed in this thesis involves closer focus on the ritual mechanism as well as the symbolic elements of communication, in connection to all types of media.
	www.hf.uio.no /hf-sekr/dok-disp/d-navn/Sammendrag-Sabo.htm (582 words)

	Cultivation Analysis Research in Intercultural Contexts
		This instinctive acceptance of the basic tenets of cultivation theory; that television can influence the world view of the audience; has resulted in concern by many governments that a less developed culture might lose their history and their identity to the imperialist airwaves of foreign productions.
		This finding is clearly counter to the cultivation hypothesis, in which it is the responses of those least exposed to the "messages" about life transmitted by "television reality" which should be closest to the "real world" in terms of a more positive view of their personal affairs, life chances, and fellow man. (Hirsch, 1980, p.
		In a sense, the rejection of the cultivation hypothesis among the Korean immigrants appeared to be consistent with Y. Kim's report (1977a, 1978) that the strength of associations of the immigrant's interethnic/interpersonal communication with their perceptual refinement is stronger than that of their consumption of host mass media.
	www.wichert.org /iccultivation.html (10890 words)

	George Gerbner Bios (Site not responding. Last check: 2007-11-04)
		To Gerbner and other researchers, cultivation is the "teaching of a common worldview, common roles, and common values" (Severin and Tankard, 299), and through a number of surveys taken by both light and heavy television viewers, Gerbner sees this cultivation occurring throughout the broadcast media.
		In order to solve this problem, Gerbner revised the Cultivation Theory, adding the two concepts of resonance, which occurs when "the cultivation effect is boosted for a certain group of the population," and mainstreaming, which occurs when "heavy viewing leads to a convergence of outlooks across groups" (Severin and Tankard, 300).
		Another popular theory is the cultivation theory, which "specifies that repeated, intense exposure to deviant definitions of reality’; in the mass media leads to perception of the reality’; as normal…resulting in a social legitimization of the reality’; depicted in the mass media, which can influence behavior.
	www.utexas.edu /coc/journalism/SOURCE/j363/gerbner.html (3442 words)

	Cultivation Theory
		The cultivation theory got its start with the cultivation hypothesis, created by George Gerbner, which states attempts to understand how "heavy exposure to cultural imagery will shape a viewer's concept of reality" (Pierce).
		Essentially, the theory states that heavy exposure to mass media, namely television, creates and cultivates attitudes more consistent with a media conjured version of reality than with what actual reality is. The cultivation theory asserts that heavy viewers' attitudes are cultivated primarily by what they watch on television.
		If this is true, how can we not argue with the cultivation theory in insisting that viewers make their own ideas on the form of media.
	www.colostate.edu /Depts/Speech/rccs/theory06.htm (1625 words)

	Sarin Thesis
		George Gerbner's Cultivation Theory was applied to see if resonance and mainstreaming effected the subject's perceptions of single and real-life television women.
		Gerbner's main use of Cultivation Theory is to emonstrate the link between communication media and violence.
		Cultivation theory suggests that television is the mainstream Griffin, 1994), which further suggests that television may be the cause r control of what the mainstream is. One critique of this theory is that t draws too much from the idea that correlation equals causality.
	people.wcsu.edu /mccarneyh/acad/sarin.html (5068 words)

	The Communication Initiative - Change Theories - Cultivation Theory of Mass Media (Site not responding. Last check: 2007-11-04)
		Theories of the cultivation process attempt to understand and explain the dynamics of television as the distinctive and dominant cultural force of our age.
		Gerbner speaks of the "cultivation of collective conscious" in relation to the rapid growth of media outlets (in particular, television) and the capacity of mass media to transcend traditional "barriers of time, space, and social grouping".
		Cultivation then describes the process in which entire publics are affected by content on television.
	www.comminit.com /changetheories/ctheories/changetheories-24.html (646 words)

	Mass communications theory -- lecture notes by Tim Pilgrim
		Cultivation Theory -- see The Electronic Storyteller and The Killing Screens for more on this theory saying people are led slowly over a long period of time by media (in its shaping of values and culture) to think and behave in a certain way (for example, become consumers and extremely materialistic).
		George Gerbner defines cultivation as the creation and maintenance of stable images about life and society (and driven by everyday means of communication).
		Media hegemony -- a theory that attributes wide influence to mass media and is rooted in Marxist econonics and the concept of hegemony (a concept that says the ideas of the ruling class in society become the ruling ideas).
	hope.journ.wwu.edu /tpilgrim/j190/theorylecture.html (673 words)

	Newspaper Research Journal: Assessing cultivation theory and public health model for crime reporting
		Respondents provided modest support for cultivation theory, with no differences found for effects of newspapers and television.
		Cultivation theory, on the other hand, says mediated violence shows a meaner-- than-real world, making heavy viewers suspicious of people generally.
		The theory predicts a difference in the social reality of heavy television viewers as opposed to light viewers.
	www.findarticles.com /p/articles/mi_qa3677/is_200010/ai_n8916365 (1421 words)

	CULTIVATION THEORY-Mass Communication Context
		Gerbner’s cultivation theory says that television has become the main source of storytelling in today's society.
		The theory does not believe television viewers have a choice in whether they are effected by media violence or not.
		While the theory does contain some holes it adequately opens the discussion dealing with effects of the media upon viewers.
	www.uky.edu /~drlane/capstone/mass/cultivation.htm (445 words)

	Literature Review
		Of Gerbner's two views on facilitation of cultivation, the idea of mainstreaming is most relevant for the current communication investigation.
		In an application of this theory, audience members can look at a film as not at all persuasive to them, but see how it would be so to another viewer (Davison, 1983).
		An application of the Cultivation Theory implies that when a public is not familiar with the military and is exposed to salient images of military life, circumstance, or situations, they are likely to retain and unconsciously accept these images as truth.
	www.ou.edu /deptcomm/dodjcc/groups/00A3/lit.html (1604 words)

	CT
		This theory also mainly focuses on violence on TV, but it can be applied to any TV viewing.
		What is mainly presented with this theory is that our perceptions of social reality are heavily influenced by what we see in the media.
		Based on this theory, it could be predicted that heavy viewers of TV tend to hold a more traditional gender stereotype in their head based on what they see in advertisements.
	students.usm.maine.edu /traci.greer/ct.html (199 words)

	Unit 3 - The Effects Orientation
		A. Media Theories - theories have to include the technological device and how they influence change.
		Strong behavioral change C. Cultivation Theory (Gerbner et al., 1986) - media plants seeds in our minds, allow to grow, and then develop ideas 1.
		Cultivation theory works on changing the thinking process.
	www.as.wvu.edu /~sbb/comm80/lecture/unit3.htm (780 words)

	Notes on Persuasion theories (Site not responding. Last check: 2007-11-04)
		The contemporary, recent theories in this group are what we would call interactional or transactional theories, assuming both source and receiver are active, thinking participants in communicative events.
		The three major theories in this group (Balance, Congruity and Dissonance) assume that humans are driven by the need to maintain consistency between their knowledge, beliefs, behaviors, and experiences in the world.
		Although the theories discussed in this chapter are varied and represent centuries of thought about persuasion, they also suggest the myriad of ways that a student of persuasion can come at a message to gain understanding and appreciation for the complexity of persuasion in today's world.
	www.concentric.net /~Creyn266/COMM335/Theoriesnotes.htm (796 words)

	Comm 3210 Unit IV Study Guide
		Festinger's theory is usually said to be a "scientific" theory of communication while Burke's theory is usually described as "humanistic." Explain the likely basis for these judgments, and whether you agree or disagree.
		Research on cultivation theory has found three types of effects: across-the-board cultivation effects (the cultivation differential), mainstreaming, and resonance.
		Be sure to explain the research on which Gerbner's opinion is based and explain your reasons for agreeing or disagreeing with him.
	spot.colorado.edu /~craigr/ques4.htm (932 words)

	oct14 (Site not responding. Last check: 2007-11-04)
		Consequently, cultivation theory predicts that heavy users of TV will believe the world to be a more scary and violent place than light users.
		Sort of- the link between the among to TV viewing and perceptions of reality exists, but it not very strong and is subject to criticism.
		This theory recognizes that there are many ways in which people come to learn new things, however one of the most important ways is by modeling- observing another's actions and repeating them.
	www.csulb.edu /~acargile/306/thoverhds/2-4.html (192 words)

	How to Be a Good Communist
		This means that we must cultivate and temper ourselves in revolutionary practice and that in turn our self-cultivation and tempering are undertaken solely for the sake of the people and of revolutionary practice.
		In order to persevere in this Marxist-Leninist method of cultivation, we must resolutely oppose and thoroughly eradicate one of the worst vices bequeathed to us by the old society in the field of education and study, namely, the separation of theory from practice.
		And it is for the sake of practice, of the Party, of the people, and of the victory of the revolution that we study theory.
	www.marxists.org /reference/archive/liu-shaoqi/1939/how-to-be/ch03.htm (1382 words)

	Falun Dafa Clearwisdom.net
		That is all it takes to reach the so-called "highest cultivation level" based on Xinhua News' theory of cultivation.
		They fabricated a different cultivation theory called "reverse cultivation," which it expounded on during its talk show "Focus Interview." CCTV stated that once a cultivator reaches a specific level based on the principles of Truthfulness, Compassion and Tolerance, he has to cultivate himself based on the opposites of Truthfulness, Compassion, and Tolerance.
		If Chen Fuzhou was cultivating according to "reverse cultivation," or according to the "reverse" of Falun Gong's teaching, then logically speaking Chen Fuzhao's killing behavior would have nothing to do with Falun Gong.
	clearwisdom.net /emh/articles/2004/1/9/43947p.html (1802 words)

	Mcom6043
		Study of mass communication models, theory development, mass communication and theory relationship to research in mass communications.
		To examine the relationship between mass communication theories and theories in related disciplines (e.g.
		Assessing the State of Theory in Mass Communication Research Chapters 3 and 6 of text.
	comm.astate.edu /faculty/amienyi/MCOM6043.HTM (920 words)

	New Page 2 (Site not responding. Last check: 2007-11-04)
		Course description: A survey of communication theory in interpersonal, mass media, and organizational contexts.
		Course objectives: The student will learn the principles behind a range of communication theories and how they interrelate.
		Students will also develop their skills in library research, research writing, and presenting scholarly material.
	www.rsu.edu /faculty/jgentry/CommTheorySyl.htm (469 words)

	bib699 (Site not responding. Last check: 2007-11-04)
		"Cultivation Analysis: Research and Practice." In M. Salwen and D. Stacks (eds.), An Integrated Approach to Communication Theory and Research.
		Dobrow, Julia R. "Patterns of Viewing and VCR Use: Implications for Cultivation Analysis." In Nancy Signorielli and Michael Morgan (eds), Cultivation Analysis: New Directions in Media Effects Research.
		Perse, Elizabeth M. "Cultivation and Involvement with Local Television News." In Nancy Signorielli and Michael Morgan (eds), Cultivation Analysis: New Directions in Media Effects Research.
	www-unix.oit.umass.edu /~commdept/resources/bib.html (6695 words)

	Communication Theories
		Communication theories are the key to fully understanding the communication process.
		Theories allow us to be conceptual and predictive.
		This page will hopefully provide some guidance in allowing the student to better shape their own understanding of communication theory.
	www.taitmartin.com /communication_theories.htm (982 words)

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