Cultivation Theory is a theory of communication and media use first developed by George Gerbner, a professor at the Annenberg School of Communications at the University of Pennsylvania It states that the messages viewers receive from television and other media have a significant effect on their beliefs and attitudes, and that heavy viewers of television have a “reality” that is infused with the scary, violent, and simplistic messages and stories they receive through media.
The theory also suggests that people who view a particular type of media are more likely to become desensitized to the violence and mistruths that they see, and more inclined to view similar events (both in TV and in real life) as the rule, rather than the exception. In other words, heavy media viewers have a tendency to have more negative beliefs and attitudes than those who don’t partake in that type of media or who watch less.
This theory is illustrated in numerous media today. Here are five of the best examples:
1. Movies and television shows – Many films and television shows are portrayed as having a much higher level of violence than reality, especially when it comes to portrayal of law enforcement. Similarly, crime is often depicted as the norm and those who choose not to engage in it are often viewed as cowardice or naive. This can give viewers a skewed view of crime and create a false sense of security by convincing people that the world is much more dangerous than it actually is.
2. Video games – Video games often contain levels of violence that exceeds that of television and film. It also gives players an opportunity to take part in these false realities in a more interactive manner, thus becoming desensitized to the consequences of their actions.
3. News – News outlets often focus on the negative aspects of society, reporting on crime, tragedy, and fear-based stories more than those that contain happier news. This can lead viewers to have an inaccurate perception of the world and their place in it.
4. Social media – Social media is often filled with political debate, negative comments, and stories that paint certain groups in a negative light. It is easy to form impressions and beliefs about certain topics without having any direct exposure to the subject.
5. Music – Music can often contain messages that glorify or sensationalize violence or certain lifestyles. These messages can create false perceptions of certain groups and can lead to negative opinions or stereotypes.
Whether it be on the big screen or on the internet, Cultivation Theory is an important concept to consider when it comes to media use. It is important to take into account how certain messages affect our perceptions of the world and how these messages shape our own beliefs and attitudes. By being aware of this phenomenon, we can better protect ourselves and our families from the potential dangers of media consumption.