2. Cultivation Theory: The Basics
The cultivation theory suggests that television
is responsible for shaping or “cultivating”
viewers thoughts of social reality
Mass media cultivates attitudes and values
which are already present in culture.
The media takes attitudes which are already
present and re-presents them in a
different form for the viewers.
Often the audience is unaware that they are
absorbing these constructed attitudes.
https://www.utwente.nl/cw/theorieenoverzicht/Theory
%20Clusters/Mass%20Media/Cultivation_Theory/
5. Cultivation Theory: Origins & History
Professor George Gerbner
Dean of the Annenberg School of Communication at the University of Pennsylvania
“Cultural Indicators” research project beginning in the mid-1960s
published “Living with Television: The Violence Profile” in 1976
Stalagmite theories
Also known as:
“cultivation hypothesis”
“cultivation analysis”
fr.academic.ru
7. Cultivation Theory & Social Media
Television → social media
Youtube & other new media
Traits of social media:
Easily accessible
Repetition
Brand Image
Trending Topics & Hashtags
https://instagram.com/starbucks/ facebook.com
8. Cultivation Theory & Social Media: Discussion
Question
Is social media reality?
#nofilter
9. Cultivation Theory: Discussion
Does social media perpetuate stereotypical
depictions of race or gender?
How has it evolved with the use of hashtags? (Example:
#BlackLivesMatter)
10. Gatekeeping: The Basics
• News is constantly being produced
• Media can’t cover it all
• Anyone can be a gatekeeper
• Some audiences are more influential
than others
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Media%2
C%20Culture%20and%20Society/gatekeeping/
11. Gatekeeping: Origins & History
• Harold Lasswell - 1927
• Study on WWI propaganda
• Kurt Lewin - 1947
• First cited as using the term
• Applied to family dinners
• Then to news items
• First PhDs in communications -
1950s & 1960s
• David Manning White - 1950s
• Built on Lewin’s opinions and
research
• Shift towards journalism
• McCombs & Shaw - 1970s
• Connected it to new concept of
agenda-setting
• Shoemaker - 1991
• Connection to other social
sciences
• 2009 - Updates to Internet age
• Now can be applied to many
different disciplines
http://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo
9780199756841-0011.xml#obo-9780199756841-0011-bibItem-0008
13. Gatekeeping & Social Media
• Overall - not as many
gatekeepers on social media
• Facebook is becoming “thee”
gatekeeper of the web
• We’re our own gatekeepers
(control over who we follow)
News Media: The Gatekeeper Killer. (2013, August 27).
Retrived September 14,2015
