Comm 100 Virtual Presentation
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George Gerbner developed cultivation theory while studying at the Annenberg School of Communication. Cultivation theory posits that heavy television viewing can influence viewers' perceptions of social reality. Specifically, it focuses on how television viewing may cultivate attitudes around the importance of physical beauty, the idea that finding a romantic partner should be the primary goal, and that true love means relationships will endure difficulties. The theory also suggests television viewing can shape ideology by cultivating new attitudes within a culture.
Comm 100 Virtual Presentation
- 2. GEORGE GERBNER Born in Budapest, Hungary in 1919 Served in the US Army Majored in Journalism for his undergraduate studies at UC Berkeley Received his teaching credentials from USCs School of Education where he received his masters degree with his thesis titled as Television and Education Developed cultivation theory while at the Annenberg School of Communication at UPenn
- 3. CULTIVATION THEORY A response to a study of whether or not watching TV influenced the ideas of how life really is Called cultivation theory because the cultivation takes place when the media cultivate attitudes and values in a culture (Fiske) Resulted in the belief that the attitudes of the viewer are affected not the behaviors Focuses on heavy viewers of television
- 5. CULTIVATED ATTITUDES Physical beauty is of great importance Finding your Prince Charming should be your #1 goal
- 6. Video Clip Boy Meets World Clip Topanga (his girlfriend) does end up leaving, but she comes back because they dont deserve that kind of pain because they belong together as Cory says in this clip.
- 7. CULTIVATED ATTITUDES TV is the true mirror of our lives You cannot have your heart broken if you are truly in love The guy always gets the girl
- 8. Ideology The cultivation of new attitudes creates a shift in ideology