5 Fascinating Insights from Cultivation Theory

UGC NET Previous Year Question Paper
Question: Cultivation analysis is a:
A.    Hierarchal perspective 
B.    Political perspective 
C.    Non-creative perspective 
D.    Stalagmite perspective

This question relates to Section 10 of the syllabus: "Models and Theories of Mass Communication."

Answer: D. Stalagmite perspective

The other options are not correct:
A. Hierarchal perspective - This is not a standard term for cultivation analysis.
B. Political perspective - Cultivation analysis examines how long-term exposure to television content affects viewers' perceptions of social reality. The political perspective could also have been an option, as it deals with how media shapes people's worldviews, which can influence an individual's political beliefs and behaviors over time. However, McQuail's Media and Mass Communication Theory, 7th edition, clearly states the cultivation theory as an example of a ‘stalagmite’ or ‘drip-drip’ theory about the role of media in society, presupposing that effects develop slowly (but surely) over time as people continue to immerse themselves in media
C. Non-creative perspective - This is not related to cultivation analysis.

Cultivation Theory

Here are 5 fascinating insights from Cultivation Theory:

1. Long-term media effects: Cultivation Theory suggests that television gradually shapes viewers’ perceptions of reality rather than through immediate cause-and-effect.
2. Symbolic environment dominance: The theory proposes that television has become incredibly influential in our daily lives, often taking precedence over personal experiences and other ways of comprehending the world.
3. Mainstreaming effect: Studies on the mainstreaming effect show that watching more TV can change political views, moving people toward more moderate positions. This has the potential to influence the overall political landscape.
4. First-order vs. second-order effects: Recent studies have separated first-order effects, which are about how people see certain parts of daily life, from second-order effects, which are about deeply held beliefs and worldviews. These studies suggest that media exposure is more likely to impact the first-order effects.
5. Cross-cultural applications: Cultivation Theory was initially developed in the United States, but later, it was tested and applied in various countries. The results have been mixed, but evidence of consistent cultivation effects across different cultures exists.

Cultivation theory, developed by George Gerbner in the early 1970s, is a prominent framework for understanding the long-term effects of television on viewers’ perceptions of reality.

This theory suggests that television plays a significant role in shaping viewers’ symbolic environment, sometimes replacing personal experiences and other sources of information. It reinforces and upholds existing social norms and behaviors without challenging them.

The theory is part of a broader research paradigm called ‘Cultural Indicators,’ which includes three components: the processes behind media content production, the analysis of media content itself, and the examination of the relationship between media exposure and audience beliefs.

The cultivation theory is often compared to the formation of stalagmites in caves, as its effects gradually accumulate over time.

One important aspect of cultivation theory involves differentiating between ‘first-order’ and ‘second-order’ effects. First-order effects pertain to how viewers perceive reality, such as the frequency of crime, while second-order effects involve more deeply rooted beliefs and attitudes.

According to the theory, individuals who watch television frequently are more likely to develop a distorted perception of the world, especially regarding violence and crime. Empirical research supports this claim, as studies have shown a correlation between watching a lot of TV and developing distorted perceptions of crime risks.

Gerbner and his colleagues also introduced the concept of ‘mainstreaming,’ which proposes that television exposure can shape viewers’ political opinions, resulting in a tendency towards a more moderate, centrist stance. This phenomenon suggests that television, driven by commercial interests, avoids extremes to maintain a broad audience appeal.

Although the theory has had a significant impact, it has also received criticism and has its limitations. Some critics claim that isolating the effects of television from other socialization processes is challenging and question the strength of the evidence supporting cumulative cultivation effects.

Furthermore, as different media platforms emerge and content becomes more diverse, television’s influence may be lessening. Nevertheless, the theory remains applicable, particularly in comprehending how cohesive media messages can influence societal norms and individual perceptions, even in today’s diverse media environment.

Cultivation theory also intersects with other media theories, such as the agenda-setting hypothesis. It remains a research topic, particularly regarding newer media forms and their influence on social attitudes and behaviors.

Researchers have adapted Cultivation Theory to address the evolving media landscape, acknowledging challenges and opportunities for its continued relevance. Some key points of analysis include:

• Content diversification: Critics argue that the theory’s assumption of a uniform “television world” may no longer hold in today’s diverse media environment. However, Morgan, Shanahan, and Signorielli (2015) suggest that recurring themes and stereotypes persist across platforms.
• Specificity of effects: Recent studies indicate that cultivation effects may be more specific and nuanced than originally proposed, focusing on particular issues or genres rather than broad worldviews. For instance, Williams (2006) applied cultivation theory to online games, finding that players became more fearful of specific situations they faced in games rather than becoming more fearful generally. Seate and Mastro (2016) found that exposure to threatening news about immigration affected attitudes toward immigrants’ human rights but not broader immigration policy views.

• Integration with new media: Researchers have applied Cultivation Theory to online gaming [Williams (2006)], social media, and mobile platforms, suggesting that the core concept of storytelling influence remains relevant across mediums. Raman and Harwood (2008), Tufekci (2008), and Croucher (2011) explored how cultivation theory applies to migrants’ use of social networking sites and their cultural adaptation process.
• Methodological challenges: Some researchers, like Potter (2014), call for more sophisticated research designs incorporating message meaning analysis and institutional practices to understand cultivation effects better.
• Persistence of storytelling: Morgan, Shanahan, and Signorielli (2015) argue that while delivery methods have changed, the content of stories across platforms remains relatively consistent, particularly regarding themes like violence, gender, and race.
• Interaction with other processes: Contemporary researchers emphasize the need to consider cultivation alongside other socialization processes and to account for active audience engagement with media.
• Applicability to migration studies: Raman and Harwood (2008), Tufekci (2008), and Croucher (2011) explored cultivation theory about migrants’ media use and acculturation processes through media consumption.

While the theory faces challenges in the current media landscape, researchers continue to find value in its core concepts, adapting and refining it to address the complexities of modern media consumption and its effects on perceptions of social reality.

These are the references for cultivation theory:

• Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 172-199.
• Morgan, M., Shanahan, J., & Signorielli, N. (2009). Growing up with television: Cultivation processes. In J. Bryant & M. B. Oliver (Eds.), Media effects: Advances in theory and research (pp. 34-49). Routledge.
• Potter, W. J. (2014). “A Critical Analysis of Cultivation Theory.” Journal of Communication, 64(6), 1015-1036.
• Williams, D. (2006). Virtual cultivation: Online worlds, offline perceptions. Journal of Communication, 56(1), 69–87.