Cultivation Theory: The Impact of Television on Perceptions of Violence

George Gerbner, a pioneer in the cultural environment movement and former dean of communications at the University of Pennsylvania, introduced Cultivation theory to explore the impact of television content on society. This theory delves into how television shapes the perceptions of viewers, particularly in relation to violence, leading to what is known as the mean world syndrome.

The Dominance of Television in Shaping Perceptions

Television, now a ubiquitous presence in households, is gradually supplanting traditional institutions such as schools and churches as the primary storyteller for families.

Individuals are increasingly devoted to watching television regularly, often forsaking traditional activities like attending church on Sundays. The allure lies in the 24/7 real-life drama offered by television, captivating audiences and turning them into regular viewers.

In this commitment to regular television consumption, individuals expose themselves to the pervasive violence depicted in many shows. Gerbner's three-prong plug serves as a framework for understanding why increased television consumption leads to a distorted perception of the world as a dangerous and crime-ridden place.

Get quality help now

writer-marian

Verified writer

Proficient in: Theory

4.8 (309)

“ Writer-marian did a very good job with my paper, she got straight to the point, she made it clear and organized ”

+84 relevant experts are online

Hire writer

The first prong addresses the media's choice of messages, highlighting violence as a cost-effective and globally marketable theme due to its universal appeal.

The Three Prongs of Gerbner's Framework

The second prong involves Message System Analysis, Gerbner's method for determining the messages delivered by television. This analysis assigns numerical values to the content, with violence encompassing any overt portrayal of physical force compelling action against one's will, under the threat of harm or death, or the depiction of individuals being threatened as part of the plot.

Gerbner's studies reveal a startling statistic – before the average high school graduate completes their education, they will have witnessed thirteen thousand traumatic deaths on television. The third prong focuses on analyzing how television content affects viewers, especially those who spend prolonged hours as regular viewers, cultivating a perception of the real world as menacing and frightening.

Personal Reflections on Mean World Syndrome

Personally, I seldom engage with television except for sports. However, even in this limited exposure, violent acts permeate the viewing experience, whether through movie commercials or video game advertisements. Cultivation theory extends its influence to everyone, directly or indirectly. Even in my youth, growing up attending school in Windsor but residing in Hartford, I observed the mean world effect.

My friends from school were often restricted from visiting my home due to its location in Hartford. Although not fully comprehending the phenomenon at that time, it became increasingly evident as I matured. Even today, I witness the impact of mean world syndrome as friends prefer gatherings in their neighborhoods over coming to mine. This illustrates the lasting effect cultivation theory can have on individuals.

The Evolving Role of Media in Modern Society

Living in a generation marked by constant technological advancements, I have witnessed firsthand how media exploits technology to its advantage. From live news streaming on smartphones to real-time updates through apps, media has become an omnipresent force easily accessible to all. As technology continues to advance, the influence of media on our daily lives will only intensify.

Looking ahead, the next decade promises a burgeoning media landscape. Operating as a non-stop, 24-hour business market, media will evolve with technological advancements, introducing new ways to broadcast itself and further intertwining with our daily existence. The profound impact of cultivation theory, especially in the context of violence portrayed on television, will continue to shape societal perceptions, underscoring the need for critical examination of media influence in our lives.

Conclusion: Navigating the Influence of Television Content

In conclusion, Cultivation theory, introduced by George Gerbner, sheds light on the profound influence of television on shaping societal perceptions, particularly in relation to violence. The mean world syndrome, a consequence of excessive exposure to violent content, distorts individuals' views, creating a perception of the world as a menacing and dangerous place. As television continues to dominate our daily lives, with technology fueling its evolution, understanding and critically examining its impact becomes imperative.