Cultivation Analysis
I’ve never known a world without television. Throughout my lifetime, I’ve spent countless hours in front of a TV set, gaining much of my knowledge about the world and how it works. And so I ask myself: How has television shaped my perception of almost everything?
That’s the question addressed in the study of Cultivation Analysis, a theory that predicts and explains the long-term formation and shaping of perceptions, understandings, and beliefs about the world as a result of consumption of media messages—primarily through TV. It is based on three assumptions:
Television is essentially and fundamentally different from other forms of mass media.
Television shapes our society’s way of thinking and relating.
The influence of television is limited.
Researchers lead by the late George Gerbner concluded from their study of Cultivation Analysis that heavy viewers of TV—who are exposed to innumerable instances of violence—tend to think that it’s a very mean world out there. In fact, they call it the Mean World Syndrome and they measure it using the Mean World Index or theory. The theory says that most people are just looking out for themselves; that you can’t be too careful in dealing with people; and that most people would take advantage of you if they got the chance. Here is the theorist explaining his conclusions:
Activity
Please select and address at least one of the following sets of questions in a carefully crafted response.
1. Do you think what Gerbner says is true? Before you answer, please take a look at this study (https://www.youtube.com/watch?v=wtRw-QKb034) of Cultivation Analysis by the Media Education Foundation (WARNING: This clip has a great deal of violence—but that’s the point, isn’t it?). Provide authoritative researched studies to support your answer.
2. Do you agree with the conclusions of the Mean World Syndrome? Do you perceive the world as mean primarily because it looks that way on television, or is it really a mean world out there? How much television do you watch? If you are a “heavy” TV watcher, do you think that has an impact on your perceptions? Why or why not? How do you think the media affect our perceptions of the world?
