Cultivation theory, developed by communication scholar George Gerbner in 1969, explores how mass media shapes people’s perceptions of reality over time. Gerbner posited that extensive exposure to television creates a homogenized view of societal issues such as crime and violence. By absorbing these consistent media messages, viewers gradually adopt a shared, albeit distorted, understanding of the world.
The Origins of Cultivation Theory
George Gerbner introduced cultivation theory in response to earlier media research that focused on short-term effects of individual media pieces. Gerbner aimed to uncover the long-term impact of mass media on societal perceptions. He theorized that television, as a dominant medium, disseminates uniform messages that cultivate a collective consciousness about reality. This theory posits that despite the varied content of TV shows, they often convey similar and misleading portrayals of social issues.
For example, TV often portrays:
- A world that is more violent than reality.
- An overrepresentation of people in high-status professions like lawyers and doctors.
- An exaggerated depiction of wealth and affluence.
These consistent portrayals influence viewers’ understanding of real-world social dynamics, reinforcing Gerbner’s concept of cultivation theory.
Updates and Extensions to Cultivation Theory
As this theory gained traction, new concepts such as mainstreaming and resonance were introduced. Mainstreaming suggests that heavy TV viewers from diverse backgrounds eventually share similar beliefs about social reality. Resonance occurs when media messages align with an individual’s personal experiences, amplifying the perceived reality presented by the media.
Application to Social Media
Cultivation theory extends beyond television to modern platforms like social media. Much like TV, social media can distort perceptions by curating content to present a selective view of reality. Social media’s influence can also enhance TV viewership, as users often discuss and react to TV content online.
During the COVID-19 pandemic, social media played a crucial role in shaping public perceptions of the crisis, demonstrating the continued relevance of this theory in understanding media’s impact.
Evidence Supporting Cultivation Theory
Numerous studies support this theory, showing that heavy TV viewers tend to overestimate crime rates, violence, and societal affluence, aligning with the “first-order cultivation effects.” However, evidence for “second-order cultivation effects,” where media messages influence values and attitudes, is less consistent. Studies suggest that heavy viewers may develop more mistrustful attitudes and a heightened fear of crime, a phenomenon known as “Mean World Syndrome.”
Criticisms of Cultivation Theory
Despite its popularity, this theory faces criticism for treating viewers as passive recipients of media messages. Critics argue that the theory overlooks how different genres and specific shows impact viewers differently. Recent research indicates that exposure to specific types of content can significantly influence perceptions, sometimes more than general TV viewing.
Conclusion
Cultivation theory remains a vital framework for understanding media influence on societal perceptions. While it has evolved to include new media forms and concepts, its core idea—that long-term media exposure shapes our views of reality—continues to provide valuable insights into media psychology.
