Documentos de Académico
Documentos de Profesional
Documentos de Cultura
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Taught at University of
Pennsylvania from 1968-2003
DEVELOPMENT OF THEORY
DEVELOPMENT OF THEORY
Transmissional Perspective
Media sends messages across spaces for an audience
Ritual Perspective
Media represents shared beliefs of the audience
CULTIVATION THEORY
CULTIVATION THEORY
CULTIVATION THEORY
CULTIVATION THEORY
Televisions influence is
limited
Television is unique
Literacy not needed
(Mostly) Free
Combines picture and
sound
Ageless medium
Can be used at all ages of life
Cultivating assumptions
about life and formulating
judgments, not attitudes
and opinions
Television creates a
persuasive picture of how
the world operates
LIMITS OF TELEVISION
Measurable effects of
television viewership is small,
but has larger effects through
sustained viewership over long
time period
MEASURING VARIABLES
PROCESS OF CULTIVATION
Cultivation Effects:
First Order Effects: learning facts from the media
How many car accidents occurred in Long Beach last year?
Second Order Effects: learning values and assumptions from the
media
Do you think CSULB students are hard working?
Logical Consistency:
Methods do not provide a way to measure the full scope of the
theory
Utility:
Does not always explaining exactly how people see the world
Ignores whether viewers perceive the content as real or not
Attention to television content may cultivate perceptions more
than the time viewing television
Modern Changes:
Difficult to examine differences between light and heavy viewers
as more people grow up with TV
New digital television viewing habits may change cultivation
effects
DISCUSSION QUESTIONS
Fictional TV and Policy
Preferences:
DISCUSSION QUESTIONS
Diversity of Television Exposure
and its Association with the
Cultivation of Concern for
Environmental Risks
REFERENCES
Bergman, A. (2014, June 2). Colleagues toast the USC legacy of Larry Gross. Retrieved
November 5, 2015, from https://news.usc.edu/63607/colleagues-toast-the-usc-legacy-oflarry-gross/
Dahlstrom, M., & Scheufele, D. (2010). Diversity of television exposure and its Association
with the cultivation of concern for environmental risks. Environmental Communication,
4, 54-65. doi:10.1080/17524030903509709
Associated Press. (2006, January 2). George Gerbner, 86, researcher who studied violence
on TV. The New York Times. Retrieved November 5, 2015, from
http://www.nytimes.com/2006/01/03/obituaries/03gerbner.html
Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of
Communication, (26), 172-194. doi:10.1111/j.1460-2466.1976.tb01397.x
Morgan, M., & Shanahan, J. (2010). The state of cultivation. Journal of Broadcasting &
Electronic Media, 54. doi:10.1080/08838151003735018
Mutz, D., & Nir, L. (2010). Not necessarily the news: Does fictional television influence realworld policy preferences? Mass Communication and Society, 13, 196-217.
doi:10.1080/15205430902813856
West, R., & Turner, L. (2009). Cultivation Analysis. In Introducing Communication Theory:
Analysis and Application (4th ed., pp. 376-391). New York: McGraw Hill.