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Cultivation/ Culmination Theory, Re-cap, Animation, and Report

(4 of 4) Final lecture on Unit 6 Critical Approaches - Report (P3/M3/D3). twitter @bcotmedia

Scott Hayden

on 16 September 2018

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Transcript of Cultivation/ Culmination Theory, Re-cap, Animation, and Report

Cultivation/ Culmination Theory, Re-cap, and Report

According to this theory one media text does not have too much effect......

Years and years of consuming more violence will make you less sensitive towards violence

Years and years of seeing increasingly sexualised imagery will make you more used to these images

Years and years of seeing what the ideal attractive person looks like will have an effect

....and so on.
We refer to this process as DESENSITISATION

We become desensitised to something after seeing it over, and over, and over again.

It becomes the norm/ conventional.

We begin to accept it as the way it is.
Many people have a general sense that the media do affect our behaviour

However, it is difficult to actually prove how much effect if any media might have on an audience
In fact researchers have spent decades of time and effort trying to prove the validity of the Culmination/ Cultivation theory with no success – this of course does not mean that there is no truth in it as an idea.
Lesson Objectives

1. In teams, re-cap and define theory/ key-terms relating to your Moral Panic Assignment

2. Define and apply the Cultivation/ Culmination theory to your Moral Panic

3. Ensure that all the theory we have covered is in your notes/ Report

4. Start to/ continue to construct your Written, Podcast, or Vlog Report (U6 LO3)

Define and apply the Cultivation/ Culmination theory to your Moral Panic example
•Define the term Moral Panic (give examples)
Discuss and apply AUDIENCE RESPONSES (Reception Analysis, Participatory, Cultural competence, Fan culture) to your Moral Panic
•Discuss the EFFECTS DEBATES (effects of exposure to explicit sexual or violent content, effects of advertising, health concerns, censorship debates) to your Moral Panic
• Add a CONCLUSION summarising the debate with reference to quotes and your research
Here is what you need to do for your Report....
Are some media more interactive and likely to encourage the audience to participate than others?
Are certain audience members more savvy, media literate, and/ or culturally aware than others?

Does that effect their ability to interpret the media?
How has fan culture and audience participation in the age of the Internet changed the way audiences respond to media?
To achieve this part of P3 - Describe how media audiences respond to the Moral Panic surrounding your chosen media product(s) with some discussion of Audience theory, Audience responses, the Effects debate, and an appropriate use of subject terminology [IE]
To achieve M3 - Explain how media audiences respond to the Moral Panic surrounding your chosen media product(s) with good application of Audience theory, Audience responses, the Effects debate, detailed illustrative examples, and with generally correct use of subject terminology
To achieve D3 - Comprehensively explain how media audiences respond to the Moral Panic surrounding your chosen media product(s) with wide-ranging discussion and application of Audience theory, Audience responses, the Effects debate, and a balanced conclusion with elucidated examples and consistently using subject terminology correctly
Cultivation theory is a social theory which examines the long-term effects of television (but can equally be applied to all media) .

"The primary proposition of cultivation theory states that the more time people spend “living” in the television world. The more likely they are to believe social reality portrayed on television."

Cohen, J. & Weimann, G. (2000). Cultivation Revisited: Some Genres Have Some Effects on Some Viewers. Communication Reports, 13(2), 99.
Cultivation theory in its most basic form, then, suggests that exposure to television, over time, subtly "cultivates" viewers' perceptions of reality.

Gerbner and Gross say "television is a medium of the socialization of most people into standardized roles and behaviors"
The idea of Cultivation/ Culmination theory is that over a long time Media can cultivate us to accept certain attitudes and behaviours

If we see them enough, if they become normalised and are accepted by our culture we can begin to accept it as true/ correct/ right.
In Psychology, DESENSITISATION is defined as the 'diminished emotional responsiveness to a negative or aversive stimulus after repeated exposure to it'
Recommended viewing for those interested in Dark, Dystopian Drama/ Satire and Moral Panics

See 'Moral Panics' tag on my tumblr
Passive consumption = accepting things without thinking

Active consumption = critically assessing before accepting, or maintaining a critical distance from the media
Coming later on today...

•Discuss and apply AUDIENCE THEORY (passive or active consumption, culmination theory, hypodermic needle model, two-step flow, uses+gratifications) to your Moral Panic
'If we do not take steps to preserve the purity of blood, the Jew will destroy civilisation by poisoning us all'

Adolf Hitler, 1938
'Surely if the human race is under threat, it is entirely reasonable to segregate AIDS victims, otherwise the whole of mankind could be engulfed'

The Daily Star, 2 December 1988
Extension: Steven Pinker - A Brief History of Violence
The Culmination/ Cultivation theory argues that if we see something enough times it begins to be seen as normal/ correct

What is 'smart'
What is 'well-dressed'
What is 'cool'
What is 'sexy'
Whay is 'normal'

To re-cap and learn new Audience Theory and to provide support/ checks on your progress as you continue to prepare for your Report (U6 LO3)


Access to pornography has, some have argued, desensitised us to sexual imagery.

This is a mainstream pop video....
Someone who has an understanding of different cultures - geographical, pop, and/ or online.
Some people try to adopt culture that isn't theirs and pass it off as their own because it is 'cool'.

'Hipsters' have attracted a lot of anger online for this.

(consisting of fan [fanatic] plus the suffix -dom, as in kingdom)

.....is a term used to refer to a subculture composed of fans characterised by a feeling of empathy and camaraderie with others who share a common interest.
All work for Unit 6: CRITICAL THINKER will be created and shared from your unlimited space Google Drive folder
Trevor Noah's new job as Host of 'The Daily Show' means that he is going to have to be highly culturally competent.

If he isn't - he will get in to trouble.
If we see the patterns and codes of semiotics repeated enough - it can become a convention
Full transcript