KIKI IDS3309 WRITTING ASSIGNMENT #2
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Florida International University *
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3309
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Communications
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Apr 3, 2024
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docx
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3
Uploaded by reechenskyjoseph
In today's digital age, where media consumption is ubiquitous, understanding the impact of media messages on individuals' perceptions and behaviors is more critical than ever. The Cultivation Theory,
(
Gerbner, G. and L. Gross 1976)
proposed by George Gerbner and Larry Gross in the 1970s, provides valuable insights into how long-term exposure to media content shapes individuals' worldview, attitudes, and behavior. This essay explores the key concepts of the Cultivation Theory and its relevance in today's media landscape.
(Perera, 2023). At the heart of the Cultivation Theory lies the notion that heavy exposure to media, particularly television, cultivates a shared perception of reality among viewers, often referred to as the "mean world syndrome." This phenomenon suggests that individuals who consume a steady diet of media content, characterized by violence, crime, and sensationalism, tend to perceive the world as more dangerous and hostile than it is. Central to the theory is the concept of "cultivation differential," which refers to the difference in perceptions and attitudes between heavy and light media consumers. Studies have shown that individuals who watch more
television are more likely to overestimate the prevalence of violence and crime in society, leading to heightened fear and anxiety.
Furthermore, the Cultivation Theory emphasizes the role of "resonance" and "mainstreaming" in shaping individuals' perceptions. Resonance occurs when individuals' real-life experiences mirror the themes and messages portrayed in media content, reinforcing their beliefs and attitudes. Mainstreaming, on the other hand, refers to the blurring of distinctions in perceptions among diverse social groups due to the pervasive influence of media messages.
In an era characterized by the proliferation of digital media platforms and the 24/7 news cycle, (Gerbner, G. & And Others. 1985). the Cultivation Theory remains highly relevant in understanding how media shapes public perceptions and attitudes. Social media has amplified the reach and impact of media messages, exacerbating concerns about the cultivation of fear, polarization, and misinformation. The theory also sheds light on the role of media representation in shaping societal norms and values. Persistent portrayals of gender, race, and other social identities in media content can influence individuals' attitudes and stereotypes, contributing to broader cultural narratives and social inequalities.
Moreover, the Cultivation Theory highlights the importance of media literacy and critical thinking skills in navigating the complex media landscape. By encouraging individuals to question and analyze media messages, we can mitigate the potentially harmful effects of cultivation and empower audiences to make informed decisions about their media consumption. The Cultivation Theory provides a valuable framework for understanding the influence of media on individuals' perceptions and behavior. As media continues to evolve and diversify, it is essential to recognize the power of media messages in shaping our worldview and to critically evaluate the content we consume. By fostering media literacy and promoting responsible media practices, we can harness the potential of media to inform, educate, and inspire positive social change.
NUMBER COUNT-466
References Perera, A. (2023). Cultivation theory in media. Simply Psychology. https://www.simplypsychology.org/cultivation-theory.html
Mosharafa, E. (n.d.). All you Need to Know About: The Cultivation Theory. Global Journal of HUMAN-SOCIAL SCIENCE: Arts & Humanities - Psychology, 15(8). https://globaljournals.org/GJHSS_Volume15/3-All-you-Need-to-Know.pdf
Gerbner, G. & And Others. (1985). Television entertainment and viewers’ conceptions of science.
In Pennsylvania Univ., Philadelphia. Annenberg School of Communications & National Science Foundation, Washington, D.C., Pennsylvania Univ., Philadelphia. Annenberg School of Communications. https://files.eric.ed.gov/fulltext/ED271096.pdf
Gerbner, G. and L. Gross (1976) "Living with television: the violence profile." J. of Communication 26: 173-199.
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