CULTIVATION EFFECTS

Media and the Construction of Meaning

Media and the Construction of Meaning

Introduction

The theory of cultivation, devised by George Gerbner, proposes that television viewing makes an independent contribution to people's conceptions of social reality (Gerbner, 1969). The central hypothesis of cultivation effect research is that those who spend more time watching television will be more likely, to hold beliefs and assumptions about life and society that reflect the most stable messages embedded in television's dramatic programs. Television entertainment offers vivid and repetitive “lessons” regarding gender, race, class, sexuality, age, and other sociocultural dynamics (Morgan & Shanahan, 2010). Over time, viewers absorb stable images of different groups and perceptions of a broad range of social “facts” and practices; these patterns offer templates that viewers use in navigating their own sense of identity.

Cultivation Effects

Cultivation theory was developed to assess the effects of television in particular, as TV's place in the home and high rates of consumption gave the medium an unprecedented level of importance to society. However, these early studies fall victim to a number of pitfalls that reduce the usefulness of their conclusions. Each study only examines a significant game (arcade, E-rated, console), limiting the conclusions' generalizability to games as a whole. While this indicator is useful as a broad measurement, it leaves little information as to the context and quality of the violence (Gerbner, 1969). Understanding, contextual factors are important; as research has shown contextual factors can significantly moderate any effects on aggression. For example, the presence of blood and gore in media can desensitize an audience to violence or encourage learning of violent behaviors.

For example, for decades, most research on the effects of television violence has focused on whether or not watching scenes of violence leads to imitation and makes viewers behave aggressively. In contrast, Gerbner and his colleagues argued that, heavy exposure to television does not change individual behavior, but instead cultivates exaggerated beliefs about the amount of violence that exists in society. This goes along with a greater sense of insecurity, victimization, and interpersonal mistrust, in a cluster of outlooks Gerbner called the “mean world syndrome”. (ibid)

Warning Labels Rating

The case originated in California State Courts where Senator Leeland Yee proposed a bill that would establish an additional label, along with Entertainment Software Rating Board's label, on video games deemed a certain rating due to content. The additional label then would allow the state to, additionally fine any business found ...