Cultivation Violence in the Media
Cultivation • How are perceptions of violence “cultivated” through the media? • How does the understanding of audience in cultivation differ from that in uses & gratifications? • What images count as “violent?” • What role do on-screen consequences play in cultivation? • Which are the key genres for media violence? • What, if anything, can be done to reduce cultivation effects?
Cultivation of Violence • Long term • Audience participates • Perceptions out of accord with reality • Violence • Other realms: • Trust • Community
Media Effects on Social Institutions • Condition receptivity • Present role models • Reveal backstage behaviors • Emphasize particular perspectives & values • Forces at work: • Sensationalism • Instant gratification • Oversimplification
Changing Media Messages? • If you were in control of a network, what values, perspectives, appeals would you encourage? How?