Cultivation Theory

Have you ever been fearful of someone you don't know as you pass them while you walk down the street? Have you ever had the fear that someone you know isn't who you thought they were? Both of these fears deal with issues of trust of our fellow man. George Gerbner, originator of Cultivation Theory, would attribute these fears to the violence seen in television. "He claimed that because TV contains so much violence, people who spend the most time in front of the tube develop an exaggerated belief in a mean and scary world. The violence they see on the screen can cultivate a social paranoia that counters notions of trustworthy people or safe surroundings (Griffin 366)."

While many studies regarding violence in the media deal with the way it encourages and, in some sense, recommends violent behavior, Gerbner was more interested in the way it instills fear, in viewers, of others and the world around them. Two key elements of Gerbner's theory include the message system analysis and the cultivation analysis. The message system analysis is the analysis of the violent content presented in TV and the various societal factors that contribute to it such as gender roles, minority-group roles, and racial roles. The cultivation analysis is the analysis of these message systems and the impact they have on television viewers.

Gerbner's approach to cultivation, solely dealing with changes in beliefs of television viewers about the world around them, may be seen as a source of the common approach to cultivation and its ability to promote violent behavior. These changes in attitudes and beliefs about the world could be seen as contributing factors to an individual's need to commit violent acts out of fear and protection from those around him. In other words, rather than wanting to go out and commit an act of violence because it seemed "cool" or "un-harmful", a high viewer of television would want to go out and commit an act of violence out of fear or distrust of those around.

A rather large fan of the TV show Gossip Girl, I have found myself suddenly addicted to the drama within each episode. I just started watching the series at the beginning of our Fall Term, and have watched at least three episodes a night since. With that being said, I have been able to see many examples of cultivation after having discussed the subject in class.

For those that don't know, the show is about teenagers in the elite class of upper-Manhattan, who are "friends" but contribute to the sabotage of each other and their enemies. The following clip shows an episode where socialite Serena Van Der Woodsen is poisoned and drugged by a group of girls who claim to be her friend, but ultimately plot to destroy her because of her social status and privileges in society.

Serena is later hospitalized when she wakes up and doesn't know where she is or what happened to her. The doctor describes it as a self-inflicted overdose, which is believed by everyone in the show including Serena's family and best friends. Serena's mom, concerned for her well-being, puts her in a rehab facility during the next episode.

The belief that this violence cultivates in viewers is the fear of those around them, even of those that are believed to be friends. In previous episodes, Serena trusts these girls; she confides in them, unknowingly providing them with more information to take her down. Though she doesn't remember anything from that night, Serena knows she wouldn't put herself in that kind of danger, but her own family ignores her pleas.

Gerbner describes his results of cultivation analysis and the impact that violence, such as in the Gossip Girl clip or any TV show, has on viewers. Positive correlation between TV viewing and fear of criminal victimization, perceived activity of the police, and general mistrust of people are three results which Gerbner highlights. This clip from Gossip Girl demonstrates fear of victimization and mistrust of others, but it also stirs up thoughts about police investigations and physician roles in violence. This episode, above instilling fear in me of those that claim to be my friends, instilled a fear in me that, if a crime like this was committed on me, law enforcement or doctors would determine me the cause and move on, never questioning if a crime was in fact committed. How horrible to be so victimized, only to have everyone believe you did it to yourself, even going so far as to put you in rehab because of it.

 

 

 

 

Griffin, Em. A First Look At Communication Theory. 8th ed. New York: McGraw-Hill, 2012. Print.