Cultivation

1
Cultivation

• Violence in the Media

2
Cultivation

1. How are perceptions of violence cultivated
   through the media?
2. How does the understanding of audience in
   cultivation differ from that in uses
   gratifications?
3. What images count as violent?
4. What role do on-screen consequences play in
   cultivation?
5. Which are the key genres for media violence?
6. What, if anything, can be done to reduce
   cultivation effects?

3
Cultivation of Violence

• Long term
• Audience participates
• Perceptions out of accord with reality
• Violence
• Other realms
• Trust
• Community

4
Media Effects on Social Institutions

• Condition receptivity
• Present role models
• Reveal backstage behaviors
• Emphasize particular perspectives values
• Forces at work
• Sensationalism
• Instant gratification
• Oversimplification

5
Changing Media Messages?

• If you were in control of a network, what values,
  perspectives, appeals would you encourage? How?