Cultivation Theory Flashcards
(9 cards)
Cultivation Theory
what is cultivation theory?
- media (especially tv) shapes our perceptions of social reality
- media have limited, but powerful accumulative effects, especially on our perceprions of the world
Cultivation Theory
what is the term used to that refers to the difference in tv reality and reality?
cultivation differential
Cultivation Theory
what is the first order of cultivation
ORDER MATTERS
First Order: changes in people’s estimates of real-life frequencies, events, and distributions as they arise from mass media consumption
Cultivation Theory
What is the second order of cultivation?
ORDER MATTERS
Second order: transformations of the audience’s attitudes and value systems based on first order changes
Cultivation Theory
what is the third order of cultivation
ORDER MATTERS
Third order: changes in media users’ observable behavior that result rom the first two orders
Cultivation Theory
what are limitations of cultivation theory?
- only one study (conducted in germany)
- no consideration of specific content
- unclear or lacking information presented on gender identity and SES participants
Cultivation Theory
what is the main idea behind cultivation theory
media cultivates a shared worldview over time
Cultivation Theory
what is a first-prder effect in cultivation theory?
changes in estimates of frequency or likelihood of real-world events
Cultivation Theory
according to cultivation theory, who is most affected by tv’s messages
heavy viewers
