Gerbner, George. Gerbner, C.J. Ross, & E. Zigler (Eds.), Child abuse: An agenda for .. La teoría de cultivo. o enemigos del público?. essence of George Gerbner’s theory of “cultivation. Así, la teoría del cultivo, la teoría de la persuasión narrativa, la teoría del entretenimiento y la del contacto. Formulada en los años sesenta del siglo xx a partir de los estudios realizados por george gerbner, junto a sus colaboradores, la teoría del cultivo establece que.

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InterTV is a concept forecasting the inevitable melding of television and online media.

Past cultivation theory research supports the idea that the more someone watches television, the more that individual believes that the television content is like real world reality. Croom Helm Condry, John Another related study felt that attendance at live and mediated sporting events might cultivate audience values that are consistent with the value of sports.

See also Behm-Morawitz and Ta study below, under ” Race and ethnicity “. For example, an individual who happens to watch a lot of football is not going to view the world as a frightening place because of the violence that goes on during games. This is described as “the percentage of difference in response between light and heavy television viewers. According to Griffin, Gerbner’s research led to the conclusion that heavy viewers tend to label themselves as middle class citizens who are politically moderate.

They also rely on television more to cultivate their perceptions of the real world. This effect was found to be stronger in the younger participants than older participants, and held true even when the researchers controlled for other influences on participants’ sexual attitudes such as religious beliefs and parents’ attitudes.

Attention to television might be more important to cultivating perceptions than simply the amount of television viewing, so the fact that the cultivation analysis theory seems to ignore cognition such as attention or rational thinking style deems it to be less useful. Perspectives on media effects. International cultivation analysis attempts to answer the question of whether the medium or the system is the message. Many other theorists have done studies related to the cultivation theory which incorporated different messages than Gerbner’s original intent.


Potter found that, “different dimensions and levels of perceived reality were associated with different magnitudes of cultivation effects”. According to Shanahan and Morgan, this may not be the worst thing, as it allows advertisers a direct source in which they can gather information regarding viewers. He alleged the media influences a person the moment they are born.

Because the theory discusses cultural effects, many humanists feel offended, thinking that their field has been misinterpreted. Mass Communication and Society. While advertisers are infringing on viewer information, the correlated result requires them to shift any programming or storyline content to the satisfaction of the viewer.

Through Gerbner’s involvement with Cultural Indicators, he began to produce the Violence Index, a yearly content analysis of prime-time television that would show how violence was portrayed on television, from season to season. Television and its viewers: Sorry, your blog cannot share posts by email.

Journal of Communication, 29 10 The theory has also ferbner criticism for ignoring other issues such as the perceived realism of the televised content, which could be essential in explaining people’s understanding of reality.

Cultivation theory

Several cognitive mechanisms that explain cultivation effects have been put forth by Shrum ; ; In a sense, this would allow viewers some way to control the content they are fed through the online platform. This poses a challenging example in terms of extending the impact of cultivation theory, instead empowering the viewer to cultivate their own television use experience.

However, he also found that “cultural indicators noted that their positions on social issues are decidedly conservative. Supporting this finding is a survey done with college students that showed a significant correlation between the attention paid to local crime and fear.


Local television news also plays a role in influencing viewers’ perception of high criminal activity due to events reported on the news. Resonance seeks to explain why heavy TV viewers often have an amplified vigilance about the world.

Cultivation Theory

Crime measures divided into four categories were used to evaluate the correlation between the research hypotheses and cultivation theory. This research has been conducted in order to defeat two criticisms of the theory; its breadth and lumping of genres. The final part of this process is Cultivation Differential. Neuendorf say that “new “media logic” that favors more violent, action-oriented sports, while slower-paced sports have been relegated to secondary status in the United States.

Cultivation Theory | Mass Communication Theory

Yet Another Cultivation Critique”. This is likely to be found true when it comes to televised violence.

While growth in the representation of gay and lesbian characters has continued to grow, they found that most television shows frame gay and lesbian characters in a manner that reinforces homosexual stereotypes. Mutz and Lilach Nir conducted a study of how fictional television narratives can influence viewers’ policy preferences and positive or negative attitudes regarding the justice system in the real world.

For example, Saturday morning cartoon “play” violence is in combination with a murder on Law and Order. A Humanistic Critique and Suggestion. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a far worse and dangerous place then it actually is. For example, exposure of US television programs to Korean females portrayed a liberal perspective of gender roles and family.

Gerbner believed there was no before-television stage in a person’s life.

Gerbner’s Cultural Indicators was one of those chosen.