Cultivation Analysis

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WHAT IS CULTIVATION THEORY Cultivation Theory states exposure to television, over time, subtly “cultivates” viewers’ perceptions of reality. This theory was first discovered in 1969 by George Gerbner and Larry Gross at the University of Pennsylvania. They founded the Cultural Indicators Research Project in 1968 to track changes in television content and how those changes affect viewers' perceptions of the world. Its database has information on more than 3,000 television programs and 35,000 characters. This theory was explored because Gerbner believed that television was becoming the main source of storytelling in society and that it was falsely exaggerating violence which was, in turn, creating a more fearful populace. Gerbner stated that heavy viewers of television, those who watch more than 4 hours a day, are exposed to more violence and are therefore more susceptible to what he described as the “Mean World Syndrome.” The Mean World Syndrome is an idea that the world is more dangerous and cruel than it actually is. Gerbner believed that viewers’ have no choice whether or not they become effected by the violence, so he thought by exposing them to a theory that explains the process so clearly, he could prevent, or at least help diminish, the belief that the world is a violent, dangerous place. This theory also tries to explain how unrepresented groups of individuals are in society, as well as how stereotyped other groups are as far as race, ethnicity, and religion. Some events going on in 1969 that media were heavily covering included the Vietnam War and the “Helter Skelter” event involving the death of actress Sharon Tate and six others by Charles Manson and his cult. As you can probably imagine, this was a lot of death and violence being covered in the media which scared many people at this point in time, forcing them to believe that the world was full of chaos
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