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Cultivation Theory

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by

Morgan Wynn

on 29 October 2014

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Transcript of Cultivation Theory

What is Cultivation Theory?
"...Cultivation theory isn't limited to TV violence. Other scholars have used it to theorize about how TV affects perceptions about the health risks of smoking, the popularity of various political positions, and appropriate gender roles."
The Cultivation of Fear of
Sexual Violence in Women
Widespread topic around the world
Study designed to examine relationship between TV exposure and fear of sexual violence
Three Psychological Factors
Perceived risk
Perceived control
Perceived seriousness
Results: Perceived risk and perceived seriousness related to the fear of sexual violence and control was negatively related
Differentiations
North Belgium
"Mean world syndrome"
Soap Operas
Rape myth acceptance + overestimation of false accusation
Mainstreaming
Heavy viewers have higher acceptance rates
Television's Role in the Culture
of Violence Toward Women
Myths are leading to "rape culture"
It is taught through television, movies and video games that men are superior to women.
Rape victims are blamed for their rape because of these ideas.
Survey of 2,179 students revealed that heavy television viewers have a skewed perception of the myths surrounding rape.
Findings support "equal violence, unequal risk"
Media Effects on Body Image

Major Influences of Media
Celebrity Impact
Results of Body Dissatisfaction
Television and other media sources teach that there is a "look" and many people believe that.
Cultivation Theory

References
Griffin, E. (2012). A first look at communication theory. (8th ed.). New York, NY: McGraw-Hill Companies, Inc.

Aspects of Fear
Fear of being attacked
Fear of "the myth"
Fear of not being accepted

youtube.com/watch?v=hZkC_fNxmQk


Custers, K., & Van den Bulck, J. (2013). The cultivation of fear of sexual violence in women: Processes and moderators of the relationship between television and fear. Communication Research, 40(1), 96-124. doi:10.1177/0093650212440444
Kahlor, L., & Eastin, M. S. (2011). Television's Role in the Culture of Violence Toward Women: A Study of Television Viewing and the Cultivation of Rape Myth Acceptance in the United States. Journal Of Broadcasting & Electronic Media, 55(2), 215-231. doi: 10.1080/08838151.2011.566085
Van Vonderen, K. E., & Kinnally, W. (2012). Media Effects on Body Image: Examining Media Exposure in the Broader Context of Internal and Other Social Factors. American Communication Journal, 14(2), 41-57
Television is the most popular channel for viewers to gain access to media images.
Age group variations amongst studies were used to generalize results to broader audience.
More focus placed on what we perceive to be false vs. what we believe will occur due to cultivating beliefs.
Social class was taken into consideration with cultivation theory
Similarities & Differences





















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