Cultivation theory looks at TV as a social agent and studies the effect of the exposure it has. According to Chandler, the more we live with TV, the more invisible it becomes. Watching TV alters the viewers attitudes rather than their behaviour as overtime, it will shape their perspective on reality. TV is said to have two order effects on the viewer: one is that it supplies general beliefs, and the second is that it provides specific attitudes and judgements. These effects divide the audience into light viewers and heavy viewers.
Heavy Viewers:
-young
-low socio-economic group
-watching TV more than 4 hours a day
-affected by the world mean syndrome (seeing the world a nastier place than what it really is)
Example:
-After watching Crime programmes (NCIS, Dexter etc...) for a long period of time could leave the viewer with the opinion society is in fact like the one featured on the programmes, therefore supplying them with a negative perspectives.
The theory suggests that television and media possess a small but significant influence on the attitudes and beliefs of society about society. Those who absorb more media are those we are more influenced.
It is suggested that more and more people are becoming scared of walking in the dark after the release of horror films and horrific stories involved in the media today.
No comments:
Post a Comment