In today’s rapidly evolving world, Media and Communications have become indispensable facets of our daily lives, shaping not only our understanding of the world but also influencing our perceptions of others and even ourselves. At the core of this influential field stands George Gerbner, a pioneering figure whose contributions to Media and Communications theory have been nothing short of transformative. By delving into Gerbner’s work, we gain invaluable insights into the profound impact that media content can have on our thoughts, attitudes, and behaviors, making him a crucial figure in understanding the dynamic interplay between media and society.
Who is George Gerbner?
George Gerbner was a Hungarian-born American scholar, professor, and researcher. He is most known for his Cultivation Theory, which explains how media exposure shapes our perception of the world around us. Also, Gerbner believed that the media had the power to influence the audience’s attitudes and beliefs. Gerbner died in 2005, aged 86.
George Gerbner & Cultivation Theory
Cultivation theory explains how exposure to media shapes our worldview. Gerbner posits that constant exposure to media, specifically television, creates a “cultivated reality” that becomes the audience’s reality. Therefore, this cultivation of reality is often based on specific themes and values that are depicted in the media. For instance, if a person watches a lot of crime shows, they may have a perception that crime is more prevalent in society than it actually is.
Main Assumptions of Cultivation Theory
Cultivation theory has three main assumptions:
- Television is the primary source of the cultivated reality.
- The more a person watches television, the more their cultivated reality is shaped.
- The cultivated reality is often based on the media’s depiction of specific themes and values.
Implications of Cultivation Theory
The cultivation theory also has several implications for society. It suggests that the media can significantly influence our attitudes and beliefs. Additionally, it implies that the media has a social responsibility to represent reality accurately.
Conclusion
In conclusion, Gerbner’s cultivation theory is an essential theory in Media and Communications. In short, the theory highlights the impact of media on our attitudes, beliefs, and values. The theory also implies the responsibility of media in representing reality accurately. Finally, by understanding Gerbner’s cultivation theory, we can become more media-literate individuals and critically analyse the media we consume.
References
Gerbner, G., Gross, L., Morgan, M., Signorielli, N., & Shanahan, J. (2002). Growing Up with Television: Cultivation Processes. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 43–67). Lawrence Erlbaum Associates Publishers.
Morgan, M., & Shanahan, J. (2010). The State of Cultivation. Journal of Broadcasting & Electronic Media, 54(2), 337-355.