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CM 380 Cultivation

Mass Media Theories Lecture Cultivation
by

Patrice Oppliger

on 19 June 2015

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Transcript of CM 380 Cultivation

Cultivation
Includes historical record of televised representations of health and nutrition, religion, science, and women and minorities

Media's influence on public's expectations in Medicine and Law:
Role of women over time
Role of Race
Role of Uncivil Discourse
Economic "Realities"
Q 1. How likely are you to be a victim of a violent crime:
Media creates its own "reality"

Overtime, viewers see "media reality" as normal

Q 2. Patrol officers are more likely to:
Cultivation Quiz:
a. 1 in 10
b. 1 in 100
a. ride alone
b. ride with a partner
"Resonance"
"Mean World Syndrome"
"Mainstreaming"
"Cultural Indicators" project: 1972 - present
Heavy viewers vs. Light viewers
Cultivation looks at amount of viewing:
*early theory did not distinguish between genres
*mostly focused on television
Heavy viewing results in common outlook on the world
When viewers’ real-life environment is like the world of TV; these viewers are especially susceptible to TV’s cultivating power.
Media create an effect where the world is scary and people cannot be trusted
Examples of Cultivation:
creating a "TV" reality

Examples: CSI and House
(drip, drip effect)
Families expect patients to survive cardiac arrest.
Juries expecting DNA Evidence
Also applies to politics and economics
That Girl 1966-71
Girls 2012 -
Sex and the City 1998-2004
The Mary Tyler Moore Show 1970-76
One Day at a Time 1975-84
Good Times 1974-79
Sanford and Son 1972-77
Chico and the Man 1974-78
The Cosby Show 1984-92
black-ish 2014 -
Cristela 2014-15
Fresh Off the Boat 2015 -
Full transcript