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Jessica Shaw, Hannah Sheehan, and Nick Pulliam
In this chapter we will be discussing theories of mass communication. The Three we have chosen to highlight are The Cultivation Theory, The Spiral of Silence Theory and the Hypodermic Needle Theory. Understanding the different theories of mass communication is important because it makes you as a viewer more conscious of how the media may be affecting you.
Cultivation Theory
What is cultivation theory? Cultivation theory is the Idea that media affects its audiences, not only consciously, but subconsciously as well. The theory states when we are constantly exposed to the gender roles, cultural norms, and lifestyles by the media, the more we will try to subconsciously match these ideals (Coenen 21).
This theory was founded by George Gerbner in 1976, and was based on the ideas that Television has a bigger influence on its viewers than any other form of mass media (Coenen 12). Gerbner believed this because television has become a central part of our lives, and culture in the 21st century. He also stated that television does not mirror reality, but it makes an alternate one. This unrealistic reality, will become the viewers Ideal, and they will tend to reflect this in their own lives (Cultivation Theory 2). The more time an individual spends watching TV, the more affected by this they will be. Because television programs are based on the more emotion stirring points in life, such as crime, and tragedy. Heavy TV users can also start to see the world as a much scarier place, this is known as the “Mean World Syndrome” (Cultivation Theory 2). These television shows can make a heavy viewers reality seem much darker than a light viewer because the shows they watch constantly highlight the crime, a light user may not notice or see in their everyday lives.
A common misconception about the cultivation theory is the fact that watching violent television programs makes a person violent. Television does not change a person, but it can play a part in shaping the way they think, and what they believe. This in turn could make a person violent or it could make them very shy and quiet. How Television affects the person solely depends on what programs they are watching, and what form of reality they are trying to connect with. An example of this is Discovery Channel’s Shark week. Since Discovery started Shark week, survey have shown that people have become increasingly aware, and afraid of sharks. To the point where they have seen a drop in effort for shark conservation and donations to those organizations (Myrick 3). Even though this week of entertainment was created to showcase the power of the animal, but has backfired, because many of the programs show shark attacks, and portray the sharks as killers. It has taken the ideas people had about sharks and begun to shape them into warning signs of danger (Myrick 4).
Here is more information on Cultivation Theory.
Spiral of Silence Theory
The Spiral of Silence theory is bas