Cultivation Theory

GEORGE GERBNER – Concept 1: Mean World Index

George Gerbner suggests that exposure to reinforced messages will influence our ideas, attitudes and beliefs which he based on the research of TV viewing.

Cultivation theory states that high frequency consumers of media texts are more susceptible to media messages and the belief that they are real and valid. This is because they perceive society as pertaining to the values inherent within those texts rather than through experience of the real world.

People who consume large amounts of violent media texts such as video games or newspapers showing the world as violent are exposed to more violence and therefore are affected by the Mean World Syndrome. This is the belief that the world is a far more worse or dangerous place than it actually is.

He presented two main concepts around understanding media audiences:

1. That media texts cultivate a heightened sense of fear in society (Mean World Index)
2. Media consumption leads audiences to accept mainstream ideologies. (Mainstreaming)

Theorists who would disagree with Gerbner:

CLAY SHIRKY: who believes that Gerbner’s ideas are no longer applicable to contemporary modes of media consumption such as streaming and gaming. In his view the media has changed due to the internet, and the mass has moved on (become more active and fragmented) to the extent that you can no longer talk about users of media products as an audience.

HENRY JENKINS: who believes that modern audiences actively use technology creatively by engaging with participatory media (video games) where they also undertake acts of textual poaching (creating fan fiction, fanvids)

DAVID GAUNTLETT: who believes that audience use a pick n mix approach to media products by only engaging with products and parts of products that they find useful in reinforcing their individual sense of self.