Cultivation Theory The messages portrayed on TV are “cultivated” and soon come to distort or even replace the real- world messages received through daily experience.

George Gerbner, the father of cultivation, contends that TV is one of, if not the, dominant socializing force in American society.

Gerbner’s research found… Violence is a much as 10x’s more prevalent on TV than in the real world

Mean World Syndrome A false perception of a mean, violent society brought about by excessive TV and media viewing of mean, violent programs. The reality is the world is far more peaceful than our false perception of it.

Gerbner’s research found… Men greatly outnumber women on TV

Gerbner's Findings.... Minorities appear on TV far less than their real-world representation.

Gerbner’s research found… Both younger & older people are underrepresented Police officers, lawyers, & doctors are over- represented versus blue collar workers.

Viewing these images may help define what it means to be a member of a given social class. The interaction is a continuous process (as in cultivation) beginning with infancy and going on to old age.

The steady entrenchment of mainstream orientations. Mainstreaming The steady entrenchment of mainstream orientations.

Variations in Cultivation Children integrated into cohesive peer or family groups are more resistant to cultivation. Direct experience plays a role.

Resonance A double dose of every day reality and TV viewing. The messages are amplified and “resonate” cultivation.

The relationship between the amount of viewing and fear of crime is strongest among those who live in high crime urban areas.

Happy Violence Violence for entertainment Violence without consequences

Social Cognitive Theory People learn through observation (Apply this concept to mass media – we learn by watching TV, watching movies, playing video games, etc.)

SCT argues people model (copy) the behavior they see in two ways: Imitation – the direct replication of the observed behavior. (Tom the cat hits Jerry the mouse with a broom. Ryan the child hits Traci the sister with a broom.)

SCT argues people model (copy) the behavior they see in two ways: Identification – observers do not copy exactly what they have seen, but make a more generalized but related response. (Example: Tom the cat hits Jerry the mouse with a broom; Ryan the child dumps a bucket of water over Traci’s head.)

Imitation & Identification are products of three processes: Observational Learning – learn new behaviors simply by seeing them done. (firing a gun).

Seeing someone punished for a behavior reduces the likelihood that the observer will perform that behavior. Inhibitory Effects

Disinhibitory Effects: Seeing a model rewarded for prohibited or threatening behavior increases the likelihood that the observer will perform that behavior.

TV Media Violence and Cultivation A&E Video w/Mike Wallace (1997) Hollywood movies and TV shows before 1967 were filled with sanitized violence. TV news in the 1960’s showed realistic violence: (Kennedy, MLK, riots, Vietnam, etc). 1967 Hollywood movies shift to more realistic violence (Bonnie & Clyde) to reflect the times. Horror films become more gruesome/gratuitous. TV did not start to show realistic violence until the late 80’s. TV today – far more realistic with consequences (Law & Order, CSI’s)

Six Types of Media Violence Sanitized - clean, no blood Reward Expectation – violent acts get rewards. Realistic – real violence, real blood Personal Relevance – the perpetrator is just like me. I suffered before. Justified – acceptable, vilified violence. Society accepted – crowd approval