Cultivation theory

Understanding Cultivation Theory

  • Cultivation theory is a social theory which examines the long-term effects of television on viewers’ perceptions and beliefs about reality.
  • This theory was proposed by George Gerbner in the mid-twentieth century and suggests that heavy television viewing can ‘cultivate’ perceptions of reality that align more closely with the world presented through the TV screen, rather than the objective world outside.

Core Assumptions of the Theory

  • At the heart of this theory is the assumption that television is a central societal storyteller.
  • TV imprints a specific ‘version’ of reality on viewers, and heavy viewers are more likely to perceive this version as truth.
  • Media cultivation can lead viewers to believe that the world is more dangerous, more prejudiced, or more consumer-oriented than it truly is, due to such portrayals in television narratives.

Key Components of Cultivation Theory

  • ‘Heavy viewers’ and ‘light viewers’: Viewers are categorised based on the amount of time they spend engaging with television content. ‘Heavy viewers’ (four or more hours a day) are more likely to be influenced by television narratives.
  • Mainstreaming: This describes the phenomena where heavy viewers, regardless of their background or social context, develop a homogenised and often distorted perspective of reality that aligns with the dominant cultural norms presented on television.
  • Resonance: This concept refers to the amplification of television effects when viewers’ real-life experiences align with the content they see on the screen, causing the TV-narrative to ‘resonate’ and reinforcing their existing beliefs.

Limitations of the Cultivation Theory

  • This theory largely overlooks the role of individual critical thinking, implying that audiences passively absorb content without questioning or analysing it.
  • It focuses heavily on television, despite the rise of other forms of media like online content, social media, video games, etc.
  • The theory’s assumption of a uniform impact of television is flawed, as it fails to account for regional and cultural differences in programming and consumption habits.
  • Despite these criticisms, cultivation theory provides valuable insights into understanding the complex relationship between media content and audience perceptions.