3. CULTIVATION THEORYHistorical Background In the 1950s, Television became a way of life in US The widespread influence of TV made a concern for many scholars and policy makers -> The birth of CULTIVATION THEORY
4. CULTIVATION THEORYHistorical background Proposed by Professor George Gerbner Dean of the Annenberg School of Communications at the University of Pennsylvania in the mid 1960s.
5.
6.
7. CULTIVATION THEORYMain arguments âThe more we live with TV, the more invisible it becomesâ( Chandler 1995). Watching TV changes the viewerâs attitudes rather than behavior. The exposure to television overtime will shape viewerâs perceptions of reality. Having long term effects which are small, gradual, indirect but significant.
8.
9. CULTIVATION THEORYMain Arguments . less selective in what they view . more likely to expect to be involved in violence (eg: game online)
10. CULTIVATION THEORYMain Arguments Grand Theft Autoâs victim âLifeâs like a video game. Youâve got to die sometime.â Devin Moore 2005 Figure 4. Reproduced from: Miller 2005
11. CULTIVATION THEORYMain Arguments . More fearful about life ( eg: worried about walking alone at night, overestimating the size of law enforcement, distrustful of people) . BUT theyâre unaware of any influence of TV exposure on their attitudes. Â
20. What weâve discussed? Watching television change the viewerâs attitude rather than behavior Heavy viewers are like to shape their concept of reality from watching TV However, our attitude is also influenced by other factors such as other kinds of media, people, experience or knowledge.
21. Reference 24h.com, âCute image of Goo Hye Sunâ, image, <http: //hn.24h.com.vn/phim/goo-hye-sun-co-ong-cham-chi-c74a284172.html> 24h.com, 2010, âVan hoa game online co phai qua xa xi?â, <http://hn.24h.com.vn/tin-game/van-hoa-game-online-co-phai-qua-xa-xi-c471a309421.html> ABC News, 2011, âOslo, Norway, Bombing and Camp Shootingâ, video recording, http://www.youtube.com/watch?v=nDPD-zub84U&feature=relmfu Calumet, 2010, âAbout Gerbnerâ, purdue.edu, <http://lass.calumet.purdue.edu/cca/gmj/fa02/about-gerbner.htm> Chandler, D 1995, âCultivation Theory: an Overviewâ, Aberystwyth University, UK. Cmonstar95, 2007, âBanned Wii Gamesâ, video recording, <http://www.youtube.com/watch?v=rRVhquzo4bU> Grooverider, 2007, âVideo game violence Controversy â Arcade game bannedâ, video recording, <http://www.youtube.com/watch?v=D2xgIPRDp5g&playnext=1&list=PL4AEB5EA43B42E6B5> Leung, R, 2009, âCan a video game lead to murder?â CBS news, <http://www.cbsnews.com/stories/2005/03/04/60minutes/main678261.shtml> Miller, K 2005, âCommunication theories: perspectives, processes, and contextsâ, 4th edn, McGraw-Hill, USA. Miller, R, 2005, âAlabama GTA trial will go forwardâ, Joystiq, <http://www.joystiq.com/2005/12/14/alabama-gta-trial-will-go-forward> Shrum, LJ 2004, âThe Psychology of Entertainment Media Blurring the Lines Between Entertainment and Persuasionâ, 10thedn, Lawrence Erlbaum Associates Inc., New Jersey. Twisted Stars, 2010, âIris is a Goâ, image, <https://twistedstars.wordpress.com/2009/07/18/iris-is-a-go/> Wall paper sweet, 2009, âSNSD posterâ, image, <http://wallpapersweet.com/view-snsd_poster-other.html > ZProjectKoreaZ 2007, âKorean KFC Commercial JeonJi Hyunâ, video recording, <http://www.youtube.com/watch?v=H7ZikuVM4I0&NR=1> Â
Hinweis der Redaktion
http://www.youtube.com/watch?v=n8B8dnbdvr8Group discussion: What do you think about the attack in Norway? Is the world getting worse?
Resonance: This is held to occur when the viewersâ daily life experiences are similar to the scenario broadcasted. -> feel more fearful. Eg: living in high crime rated area.
http://www.youtube.com/watch?v=rRVhquzo4bULink to Social Cognitive Theory ( learning by observing)
Devin is a teenager. For hundreds of hours, he played Grand Theft Auto which is a world governed by the laws of depravity. See a car you like? Steal it. Someone you don't like? Stomp her. A cop in your way? Blow him away. Based on that concept, Devin killed 3 men, 2 of them were police when he was suspected for stealing a car.
Link dramaâs trailer: http://www.youtube.com/watch?v=ahd1YDqEz7k&feature=related
Link cute koreancomercial: http://www.youtube.com/watch?v=9ethFwdhjKc