Mary Jackson Pitts, Ph.D.

mpitts@astate.edu

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Cultivation theory

Mary Pitts

Meaning Theories

 Cultivation theory

n    How it started?

n    Violence in the media

n    George Gerbner

n    Surgeon General’s Reports

Cultural Indicators Project

n     TV was turning into a mechanism to connect many people.

n    TV can explain a world to us.

n    News

n    Drama

n    Sitcoms

n     General assumptions

TV

n    Uses common symbols

n    Common Messages

Cultivation theory

n    Believe TV is a common story teller

n    The more people watch the less selective they can be.

Cultural Indicators Project

n     Institutional Process Analysis.

Cultural Indicators Project

n     Message System Analysis

Cultural Indicators Project

n      Cultivation analysis

 Cultivation theory

n     Heavy viewing is a key component of the theory

n    How much do the images of television dominate 

n     

 Cultivation theory

n      Heavy Viewing

 Cultivation Theory

n         Criticisms

 Cultivation theory

n    Mainstreaming

n    Resonance

 Cultivation theory

n    Mainstreaming

 Cultivation theory

n     Resonance

Goal of Cultivation

n     Attitudes

n     Amount of viewing

n    Social

n    Cultural

n    Individual

Procedures to test

n    Content analysis

n    Surveys

Criticisms of cultivation

What's next?