Cultivation Theory On Television

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In today’s global society, people are very much influence and controlled by the mass media. And throughout the years, mass media such as television, radio and internet has grown and progressed tremendously and it has also become an integral part of everyone’s daily lives. The purpose of this essay is to illustrate how the extensive amount of time spend on television viewing over a prolong period of time would “foster”,”boost” and “reinforce” the initial beliefs and perceptions that were embedded in one’s head. This essay will begin by introducing the effects of television which would then lead to the demonstration one of the media effects; the cultivation analysis theory, which would also include the factors that may affect the cultivation…show more content…
(2002, p.47) put it: The most general hypothesis of cultivation analysis is that those who spend more time "living" in the world of television are more likely to see the "real world" in terms of the images, values, portrayals, and ideologies that emerge through the lens of television. In essence, Cultivation theory simply explains how the perceptions of social reality for the individuals are influenced by the extensive amount of television viewing over a prolong duration of time. Although cultivation theory is applicable to all aspects of television content but thus far, the majority study was focused on the implications of the impact of consumption of television violence. In the research, the viewers were classified into three categories which were the light, moderate and heavy. However,…show more content…
And Saito, Gerber and his colleagues postulated that the extensive amount of television viewing is a factor that contributes to a homogenized view of the real world and which process they then term mainstreaming (Gerbner et al., 1980, 1986 cited in 2007, p.512). Gerbner and his colleagues believe that the individuals that spend more time on television viewing which happens to be the heavy viewers are more likely to believe the the television version of reality. And they also noted that the individuals who consumed extensive amount of violence television programmes can develop the “mean world” syndrome and have the tendency to fuel and held exaggerated beliefs about the amount of violence in this society. As the researchers put it, “People who watch more violent television believe the world is a more dangerous place than those who watch less TV” (Gerbner & Gross, 1976; Morgan, 1983 cited in Harris and Karafa, n.d., p.5). The heavy consumption of violence television programmes cultivated the perception of the individuals that the world is hostile and mean, and it is more violent than the reality is. As Gerbner et al. (1980, cited in Gerbner et al., 1986, p.28)

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