Cultivation Theory & Gatekeeping

Rebecca, Pad, & Juli

Cultivation Theory: The BasicsThe cultivation theory suggests that

television is responsible for shaping or “cultivating” viewers thoughts of social reality

Mass media cultivates attitudes and values which are already present in culture.

The media takes attitudes which are already present and re-presents them in a different form for the viewers.

Often the audience is unaware that they are absorbing these constructed attitudes.

https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Cultivation_Theory/

Video: Cultivation Theory

https://www.youtube.com/watch?t=1&v=vyggB5WoR30

Cultivation Theory Cartoon

http://blogs.longwood.edu/mikew1222/2013/01/04/they-show-how-much/

Cultivation Theory: Origins & HistoryProfessor George Gerbner

Dean of the Annenberg School of Communication at the University of Pennsylvania

“Cultural Indicators” research project beginning in the mid-1960s

published “Living with Television: The Violence Profile” in 1976

Stalagmite theories

Also known as:“cultivation hypothesis”

“cultivation analysis”fr.academic.ru

Cultivation Theory: Discussion QuestionCan television be considered a popular

medium?

Cultivation Theory & Social MediaTelevision → social media

Youtube & other new media

Traits of social media:

Easily accessible

Repetition

Brand Image

Trending Topics & Hashtags

https://instagram.com/starbucks/ facebook.com

Cultivation Theory & Social Media: Discussion QuestionIs social media

reality?#nofilter

Cultivation Theory: DiscussionDoes social media perpetuate stereotypical depictions of race or gender?

How has it evolved with the use of hashtags? (Example: #BlackLivesMatter)

Gatekeeping: The Basics• News is constantly being

produced

• Media can’t cover it all

• Anyone can be a gatekeeper

• Some audiences are more influential than others

http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Media%2C%20Culture%20and%20Society/gatekeeping/

Gatekeeping: Origins & History • Harold Lasswell - 1927

• Study on WWI propaganda • Kurt Lewin - 1947

• First cited as using the term• Applied to family dinners• Then to news items

• First PhDs in communications - 1950s & 1960s

• David Manning White - 1950s• Built on Lewin’s opinions

and research• Shift towards journalism

• McCombs & Shaw - 1970s• Connected it to new

concept of agenda-setting • Shoemaker - 1991

• Connection to other social sciences

• 2009 - Updates to Internet age

• Now can be applied to many different disciplines

http://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo-9780199756841-0011.xml#obo-9780199756841-0011-bibItem-0008

Gatekeeping: Discussion QuestionAre some social media

sites more controlled or restrictive than others?

Gatekeeping & Social Media • Overall - not as many

gatekeepers on social media

• Facebook is becoming “thee” gatekeeper of the web

• We’re our own gatekeepers (control over who we follow)

News Media: The Gatekeeper Killer. (2013, August 27). Retrived September 14,2015

Gatekeeping: Discussion

Without gatekeepers on social media, are we too overwhelmed with information?

Gatekeeping: Discussion

How does gatekeeping fit in with the recent example of the shooter who posted his video on Facebook & Twitter?

Resourceshttp://www.utwente.nl/cw/theorieenoverzicht/

http://www.oxfordbibliographies.com/view/document/obo-9780199756841/obo-9780199756841-0011.xml#obo-9780199756841-0011-bibItem-0008