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Understanding Cultivation Analysis: The Impact of Television on Social Reality

In 1973, George Gerbner initiated the Cultural Index Project, investigating how television shapes societal beliefs. Cultivation analysis posits that mass communication, particularly television, cultivates shared perceptions of reality among audiences. Key assumptions include the uniqueness of television as a medium and its significant yet subtle impact on societal thinking. The process involves mainstreaming, where television narratives overshadow other information sources, and resonance, where TV content aligns with viewers' real-life experiences. Ultimately, television influences cultural norms and values by merging diverse realities into a singular narrative.

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Understanding Cultivation Analysis: The Impact of Television on Social Reality

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  1. CHAPTER 21 Cultivation Analysis

  2. Cultivation Analysis 1. In 1973, George Gerbner embarked on the Cultural Index Project, conducting regular, periodic examinations of television programming and the “conceptions of social reality that viewing cultivates in child and adult audiences.” 2. Cultivation analysis suggests that mass communication, especially television, cultivates certain beliefs about reality that are held in common by mass communication consumers.

  3. Assumptions of Cultivation Analysis 1. Television is fundamentally different from other forms of mass media. 2. Television shapes our society’s way of thinking and relating. 3. The influence of television is limited. • Television’s measurable, observable, independent effect on culture at any given point is small but that impact is nonetheless present and significant.

  4. The Process of Cultivation 1. Mainstreaming A. Occurs when television’s symbols dominate other sources of information and ideas about the world 2. Resonance A. Occurs when things on television are congurent with viewers’ actual everyday reality

  5. 3 Bs of television Gerbner argues that “television blurs traditional distinctions among people’s view of their world, blends people’s realities into television’s cultural mainstream, and bends that mainstream to the institutional interests of television and its sponsors.”

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