1. Mass Communication Theories
Lecture 6
Cultivation
Vasyl V. Kucherenko

2. CULTIVATION
In its most basic form, suggests that television is responsible for shaping, or ‘cultivating’
viewers’ conceptions of social reality.

3. The ‘Stalagmite’ theory
Mediated experiences induce long term effects that are like stalagmite drippings building up over time. The more television people watch, the more they acquire the beliefs, values, and attitudes portrayed on television

4. In particular, violent programming ‘cultivates’
Television has adverse consequences for individuals and for the society.
In particular, violent programming ‘cultivates’
a ‘consciousness’ that George Gerbner generates support for tough policing and authoritarian control.

5. 1. The more we live with TV, the more invisible it becomes.
2. Dominance of TV creates a common view of the world.
3. This view homogenizes different cultures / people.
4. In general, TV portrays the society as a bad place to live.
5. People become distrustful of the world.
6. Over time, particular symbols, images, messages, meanings become dominant and are absorbed as the truth.
7. Stereotypes, values and their hierarchies are established.

6. Conceptual model of cultivation

7. Heavy TV viewers (watching TV more than 4 hours/day)
Overestimate a level of crime and their chances of becoming a victim of crime
See the world as a ‘meaner’ and more dangerous place
Have a higher need for a dominant authority and established social order

8. Heavy viewers are
more distrustful and suspicious
about other people and their motives

10. The ‘Mean World Syndrome’
Psychological effect
But NOT another ‘hypodermic needle theory’!
Effects of television accumulate over long periods of time, they are not immediate.
These effects provide more support for an authoritarian police state.

11. Prominent consequences of cultivation
Mainstreaming (‘middle-of-the-road’ perspectives)
the phenomenon in which people who view TV heavily become more similar to one another even if they initially differed in opinion and beliefs cultivating common perspectives.
Resonance
the effect to which something is congruent with personal experience witnessing personally what was seen on TV.
Symbolic annihilation
the invisibility in the world of television could be as important as actively negative portrayals less tolerance for groups that were not shown on TV not that much.

12. Criticism of cultivation
Demographics of viewers
Different TV programs / various TV channels
Socioeconomic status of viewers
Motivation to watch TV
Emphasis on heavy viewers
Other media influence (not only TV)
Our direct experience
Other people / opinion leaders influence
Heavy viewing as a cause or an effect (?)
Etc.

13. Nevertheless…
Effects of cultivation were confirmed in a good deal of further studies:
A TV show / drama has a hold over a person as to how (s)he perceives the world around.
Television and media images are an exaggeration or fantasy of what actually exists, but perceived as true ones
Think of a disproportionate number of handsome gentlemen, beautiful women, crime, wealth, violence etc. portrayed!
TV viewers end up perceiving the real world in a distorted manner and, thus, viewing the reality through a ‘media perspective’.

14. The cultivation effects were found to be long-term, small but stable and significant.
The areas of investigation of cultivation effects included, but are not limited to:
Ideology
Science
Religion
Environment
Health
Fashion
Belief in the paranormal
Body image …

15. “Consistent with the cultivation hypothesis, those who spent more time reading the newspapers were more likely to overestimate the frequency of foreigners as offenders”
(Arendt, 2010)
“Findings suggest that heavy viewers of medical dramas tend to underestimate the gravity of chronic illnesses such as cancer and cardiovascular disease and undermine the importance of tackling these issues”.
(Chung, 2014)
“Results suggest that video game play cultivates real- world beliefs about Blacks, such that individuals who spend more time playing video games have less egalitarian views of Blacks”. (Behm-Moravitz & Ta, 2014)

16. Does online experience is different from experience of watching TV as regards cultivation effects? Why?
Does interactivity means diminishing cultivation effects as compared to passive TV watching? Why?

17. YouTube and other similar video platforms are symbols of the current generation the evolution of the entertainment television.
When thinking of whether cultivation effects from watching online videos are different from watching television, think of the following:
Is cultivation turning into emulation more often with developing online video services?
Do effects of emulation – a kind of a virtual competition or imitation - become more dangerous than effects of cultivation?

18. Reflections due to Monday, November 14, 11:00pm (23:00)
Home readings:
Textbook: Bryant, J. & Oliver, M.B. (2009) Media Effects: Advances in theory and research (Chapter12: Mass Media, Social Perception and Third-Person Effect)
Articles:
Davison, W. (1983). The Third-Person Effect in Communication.

19. Academic Integrity
Students shall not plagiarize, cheat, or falsify academic writings.
The penalty for a first offense is a zero on the assignment on which the offense occurred.
A plea of ignorance is not acceptable as a defense against the charge of academic dishonesty.
The second offense will result in ‘F’ (‘Failed’) for the entire course.