Cultivation Theory

Agenda-Setting Theory

• Walter Lippman, 1922
• 'media plays  an influential part in how issues gain public attention'
• Media --> Forming public opinion

  Cultivation Theory

Link: http://www.ou.edu/deptcomm/dodjcc/groups/02B2/Literature_Review.html

• Bernard Cohen, 1963
• "the press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about" 
• public issues are generated by the media

Link: http://www.uky.edu/~drlane/capstone/mass/cultivation.htm

Gebner's Cultivation Theory

Explanation of Theory: 
Gerbner’s cultivation theory says that television has become the main source of storytelling in today's society.  Those who watch four or more hours a day are labeled heavy television viewers and those who view less then four hours per day, according to Gerbner are light viewers.  Heavy viewers are exposed to more violence and therefore are effected by the Mean World Syndrome, an idea that the world is worse then it actually is.  According to Gerbner, the overuse of television is creating a homogeneous and fearful populace. 
Theorists: George Gerbner
Date:1976