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Pages:
1 page/≈275 words
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3 Sources
Style:
APA
Subject:
Communications & Media
Type:
Case Study
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English (U.S.)
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Topic:

The Theory Relevant is the Power of Media in Society

Case Study Instructions:

There is no dearth of research supporting cultivation theory, but there’s also a wide body of research discrediting cultivation theory. Where do you stand? Is cultivation theory helpful? If so, what phenomena do you think it’s helpful in explaining? If not, why not?
Cultivation theory has been used to describe how media can cultivate problematic attitudes among audiences. Give an example of media that has cultivated a problematic attitude. How did it accomplish this? What evidence is there that the audiences held the attitude you identified because of the media?
Resources:
*Morgan, M., & Shanahan, J. (2010). The state of cultivation. Journal of Broadcasting & Electronic Media, 54(2), 337-355. This article reviews the history of cultivation theory studies and the ways in which it has expanded in recent years. It also proposes future areas of inquiry that would benefit from leveraging cultivation theory. You are encouraged to make this your first reading this week.
(https://www-tandfonline-com(dot)proxy1(dot)library(dot)jhu(dot)edu/doi/full/10.1080/08838151003735018)
*Mastro, D., Behm-Morawitz, E., & Ortiz, M. (2007). The cultivation of social perceptions of Latinos: A mental models approach. Media Psychology, 9, 347-365. The research presented in this article tests the differences between audiences’ perceptions of Latinx people on television and Latinx people in the real world to determine if television plays a role in cultivating attitudes toward Latinx communities. The authors also examine whether exposure to Latinx people in real life diminishes the impact of exposure to Latinx people on television.(https://www-tandfonline-com(dot)proxy1(dot)library(dot)jhu(dot)edu/doi/full/10.1080/15213260701286106)
*Billings, A. C., Brown, K. A., & Brown, N. A. (2013). 5,535 hours of impact: Effects of Olympic media on nationalism attitudes. Journal of Broadcasting & Electronic Media, 57(4), 579-595. The authors of this research attempt to expand on cultivation theory by examining the effect of exposure to coverage of the Olympics on attitudes of nationalism, patriotism, internationalism and smugness.
(https://www-tandfonline-com(dot)proxy1(dot)library(dot)jhu(dot)edu/doi/full/10.1080/08838151.2013.850591)

Case Study Sample Content Preview:

The Theory Relevant is the Power of Media in Society
Cultivation theory is helpful to society and aids in explaining various societal phenomena. The first thing that makes the theory relevant is the power of media in society, as described by the magic bullet theory. The audience takes everything the media communicates to society seriously, analyzes it, and takes sides. In most cases, people are likely to believe what the media shares, even if it is false (Mastro et al., 2007). Similarly, how the media covers certain events cultivate certain attitudes in the audiences (Billings et al., 2013; Morgan & Shanahan, 2010). For example, the media coverage of people from Africa and those of African origin shows that they are poor and underdeveloped. The media covered these people negatively, always projecting news about African countries getting donations and sharing images of slam areas. These have made western people think that Africans are poor and every time they see them, they are likely to believe they need help. The reality is that some African people are wealthy, and other places like South Africa are developed more than other Western count...
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