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LITTERATURE REVEVIEW
Cultivation theory claims that television cultivates a view of reality that is not consistent with actual reality but is perceived as reality. In other words people seem to believe that television represents real life. This is especially true in the case of heavy viewers of television. This is also true in novice (children) viewers and most research tends to lean toward the idea that heavy viewing of television by novices cultivates an idea that the world is a mean and violent place. Cultivation theorists attribute two mechanisms to explain how television cultivates ideas. Mainstreaming which is televisions ability to stabilize and homogenize views within a society, and resonance, which is the extent to which a person can identify an event on television with something in his/her own personal experience. Repetition of resonance and identifying with the idea of the mainstream culture would cultivate the idea. The idea of violence as a common event has been cultivated by television and reinforced by televisions portrayal of a "Mean World".
In a series of articles published in the Journal of communication George Gerbner and his associates claim that heavy television watching cultivates conceptions of reality in viewers which are consistent in the world presented in television dramas but not in reality. (Hughes 180) The "world" of television is perceived as a violent and mean one where both good and bad people commit violent acts. The televised stories that generate the most concern seem to be those that contain scenes of violence. "Acts of physical aggression are suspected of inciting impressionable viewers to commit similar acts."(Gerbner 178) One reason people are concerned about television violence is the frequency of aggressive acts. Violence "Plays an overwhelming role in television entertainment children see long before they can read. An American child today is born into a home in which television is on an average of over seven hours a day. By thee time children learn to read and distinguish news from other stories, they are fully integrated into a television view of the world." (Gerbner 6) "It has often been noted that by the time the average American graduates from high school, he or she will have seen more than 1,000 violent deaths on television. Given the sheer amount of children's potential exposure to televised violence, we worry that children will become jaded, desensitized, and inured to violence not only on television but in real life as well."(Gerbner 178)
The basis of the "Mean World" idea is from Gerbner and his associates twenty plus years of content analysis where their violence profile has shown consistently high numbers of violent acts. (Potter 10) "There appears to be a justifiable fear that viewing televised violence will make people, children in particular, somewhat more likely to commit acts of violence themselves." (Gerbner 178)
This is best reflected in Gerbner's study on adolescents and their ideas on when it is right or wrong to hit someone. According to cultivation theory children who are heavy watchers of television subscribe to the "Mean World" idea will be more likely to act out aggressively due to the acceptance of violent acts on television. Gerbner's research did in fact find that "young viewers who watch a lot of television are more likely to agree that it is "Almost always all right to hit someone "if you are mad at them for a good reason.""(Gerbner 178) Conversely children who did not watch heavily and had a better view of reality were less inclined to hit someone even if one is mad at them for a good reason. (Gerbner 177)
Also in Gerbner asked a question about a child's willingness to walk alone in his or her own neighborhood at night. Testing the theory that television's violent tendencies cultivate an idea of an over estimated prevalence of violence. He found that among heavy viewers "Females and young students are more afraid overall"(Gerbner 178) This coincides with the fact found by the content analysis of television programming where "In the television world young boys are the males most likely to be the victims rather than the perpetrators of violence." (Gerbner 177) Women are more likely to be victims on television than males and as the age of a woman rises so does the risk of being a victim in the world of television.
Gerbner and his associates' theories have also been adapted to support the idea of learning and socialization through television. Bandura maps a process by which people learn from observation, including television. Behaviors are learned from observation when they are repeated, simple, vicariously or directly reinforced, and the viewer feels competent in performing them. Most of the realities presented in television fulfill these criteria and can, therefore, be readily learned. Social cognitive theory clearly defines the cognitive and motivational processes required in the acquisition of behaviors from observation. (Tan, Nelson, Dong, and Tan 17) Since Cultivation theory and Social Cognitive theory have been proven to be true then one can assume that the more television a child watches and the more violence on television the more a child will be prone to violent behavior by learning from what he/she sees.
BIBLIOGRAPHY
Gerbner, George, "TV Violence And What To Do About It", Nieman Reports, Fall6, Vol. 50, Issue, Database Academic Search Premier
Gerbner, George, Gross Larry, Jackson-Beeck Marilyn, Jeffries-fox Suzanne, Signorielli Nancy, "Cultural Indicators Violence Profile No.", Journal of communication Vol. 8, 178, p 176-07
Gerbner, George, Gross Larry, Eleey Michael F., Jackson-Beeck Marilyn, Jeffries-fox Suzanne, Signorielli Nancy, "TV Violence Profile No.8 The Highlights," Journal of communication, Vol. 7, 177, p 171-180
Gerbner, George, Gross Larry, Jackson-Beeck Marilyn, Morgan Michael, Signorielli Nancy, "The Demonstration of Power Violence Profile No. 10" Journal of communication, Vol. 8, 17, p 177-16
Nabi Robin L., Sullivan John L., "Does Television Viewing Relate to Engagement in Protective Action Against Crime?" Communication Research, Vol. 8 No.6, December 001, p80-85
Tan Alexis, Nelson Leigh, Dong Qingwen, Tan Gerdean, "Value Acceptance in Adolescent Socialization A Test of a Cognitive-Fictional Theory of Television Effects" Communication Monographs, Vol. 64, March 17, p 8-7
Daniel Sledge
Comm1
Literature Review
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