The State of Cultivation

Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

“…Kellner suggests that media products "provide materials out of which we forge our very identities; our sense of selfhood; our notion of what it means to be male or female; our sense of class, of ethnicity and race, or nationality, of sexuality; and of "us" and "them"" (Kellner, 1995, p. 9). This view is consistent with cultivation theory, which suggests that repeated exposure to stereotypical images and messages pertaining to gender and ethnicity can shape our attitudes, behaviours and self-perceptions (Gerbner & Gross, 1976;Gerbner, 1998;Gunter, 1995, Morgan & Shanahan, 2010.…”

Cobertura de la violencia y la cultura de la legalidad en los medios fronterizos México-Estados Unidos de Norteamérica

“…Políticas para aumentar la cobertura informativa relacionada con los principios de cultura de la legalidad Si el número de noticias es bajo, las referencias a los principios mencionados incluidos en el flujo informativo sobre crimen organizado, violencia y la guerra contra el tráfico de drogas podría no hacer una diferencia real en la percepción y actitudes del público. Las menciones constantes en una cobertura abundante son necesarias para colocar estos temas en las agendas individuales de lectores y audiencias (Escobar, Llamas y McCombs, 1998;McCombs, 2004;McCombs y Bell, 1996), y para "cultivar" en ellos las cogniciones y actitudes a largo plazo conducentes a un refuerzo de la cultura de la legalidad (Gerbner, 1998;Morgan y Shanahan, 2010;Nabi y Sullivan, 2001). …”

“…A través de su ubicuidad en la vida diaria de niños, jóvenes y adultos, tienen una influencia igual o incluso mayor a la de instituciones socializadoras más tradicionales (Morgan y Shanahan, 2010;Perse, 2001;Scheufele y Tewksbury, 2007). Por lo anterior, es menester tomarles en cuenta al promover y reforzar los valores relacionados con la cultura de la legalidad entre la población mexicana, en particular la que reside en la frontera con los Estados Unidos, dados los niveles inéditos de violencia e inseguridad debidos a las actividades del narcotráfico y el crimen organizado.…”

Transmission creep

“…Yet it is a theory developed to explain the effects of a specific medium, television, which itself is "temporary rather than timeless, particular rather than universal, a historically and culturally specific phenomenon" (Livingstone 2004, 76). Although champions of the theory have declared its continuing relevance because TV viewership remains high (Morgan and Shanahan 2010), few have even tried to apply cultivation directly to the Internet. Arguably, Putnam (2000) and those who built on his work take their cue from cultivation theory in claiming that increased use of digital technologies decreases trust in other people and in social institutions, along with decreasing participation in society; however, empirical testing suggests the presumed online impact on socializing with others is "limited or nonexisting" (Vergeer and Pelzer 2009, 202).…”

“…In some ways, cultivation theory is well-suited to online media; indeed, many of the challenges it has faced over the years stem from its tough-to-test premise of immersion in television rather than selective viewing (Morgan, Shanahan, and Signorielli 2009) and its view that messages are systems rather than discrete variables (Morgan and Shanahan 2010). Yet it is a theory developed to explain the effects of a specific medium, television, which itself is "temporary rather than timeless, particular rather than universal, a historically and culturally specific phenomenon" (Livingstone 2004, 76).…”