<\/span><\/h4>\nCultivation theory is an approach that deals with how people are affected by the mass media and whether this effect is direct or indirect. It states that whoever watches television a lot, he or she is going to be effected and this effect is gradual and indirect:<\/p>\n
Cultivation theory of the media argues that the media effects are indirect, gradual, generalized and symbolic. That is, the media does not have a direct effect on peopleas behaviour but it does effect how people perceive the world and their attitudes towards it. (Harvard MacDonald, 1993, p. 35)<\/p>\n
Since this effect is gradual, people would slowly build up a certain image about the world they live in, which is reflected in the media they are exposed to more than what they encounter in their daily lives. In his study, Gerbner made a link between crimes and watching television.<\/p>\n
According to him, in an environment where people are afraid of being violated; they stay at home, as a consequence they watch televisions more than those who have nothing to be afraid of and thus they are outgoing.<\/p>\n
Harvard and MacDonald (1993) introduced such a study saying: aThe relationship between fear and crime and heavy viewing is explained by the neighbourhood in which viewers live. People who live in high crime areas have a higher fear of being a victim of crime but also stay at home and watch more televisiona (p.35).<\/p>\n
In this respect, people who live in the areas where there is high rate of crimes are doubly harmed, by the possibility of being victims of crimes and by the media they are exposed to as a result of the long time they spend at home. This implies another fact, that poor people are more affected by media than rich people. Then the social class and media effect can intersect.<\/p>\n
Another study on the same subject have been conducted by Alexis Tan about the effects of advertisements which have nowadays relied on the concept of beauty and sexuality in order to sell their products. For her awhat is being cultivated by the media is the desirability of various beauty characteristicsa (Harvard MacDonald, 1993, p.35).<\/p>\n
This has affected the attitudes of young women who started to believe that these models are the standard of beauty, and, as a result, they consider themselves to be ugly. In other words, this has contributed to womenas low self-esteem.<\/p>\n
Milium sees that the strategy of advertisement is to create new images in the vieweras mind and this is exactly how it affects. These images that are created by the advertisements serve sometimes as a model of beauty and elegance which made people eager to acquire such characteristics and more precisely girls and women who suffer and loose their money in order to look like a certain mannequin. This idea is well illustrated by Gauntlet in his book Media, Gender and Identity:<\/p>\n
Every woman knows that, regardless of her achievements, she is a failure if she is not beautiful. The UK beauty industry takes A\u00a38.9 billion a year out of womenas pockets. Magazines financed by the beauty industry teach little girls that they need make up and train them to use it. (Gauntlett, 2002, p.77)<\/p>\n
Though this theory has proved the effective nature of media; it can be criticized as being unable to provide ways to control the environment from such threats. If examined critically, this theory is more about showing correlations than providing real and clear solutions. Hence, the effect of the mass media is not only in the area of violence but also in the area of beauty as well and in both cases media remain negatively effective.<\/p>\n","protected":false},"excerpt":{"rendered":"
Behaviourist theory and Cultivation theory Chapter 2 Media analysis Media study involves a wide range of research techniques like for example social surveys, observations and most importantly the analysis of its content. As stated earlier, media is something we are all exposed to; we know it, and we make use […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[21],"tags":[902],"acf":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"WikiMemoires","author_link":"https:\/\/wikimemoires.net\/author\/wikieradmin\/"},"uagb_comment_info":0,"uagb_excerpt":"Behaviourist theory and Cultivation theory Chapter 2 Media analysis Media study involves a wide range of research techniques like for example social surveys, observations and most importantly the analysis of its content. As stated earlier, media is something we are all exposed to; we know it, and we make use […]","_links":{"self":[{"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/posts\/93498"}],"collection":[{"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/comments?post=93498"}],"version-history":[{"count":0,"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/posts\/93498\/revisions"}],"wp:attachment":[{"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/media?parent=93498"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/categories?post=93498"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wikimemoires.net\/wp-json\/wp\/v2\/tags?post=93498"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}