GERBNER - CULTIVATION THEORY

 

https://www.slideshare.net/slideshow/audience-theory-gerbner-cultivation-theory/272240024

MODEL ESSAY

Look over this essay and consider the way we have been thinking about evaluation essays in general. 

1. Answer the question [0,1,2]

2. Correctly characterise the theory [0,1,2]

3. Use specific and detailed examples [0,1,2]

4. Apply the theory to the examples [0,1,2]

5. Evaluate the validity of the theory [0,1,2]

TITLE

Evaluate the effectiveness of one of the following theories (CULTIVATION THEORY) in understanding how audiences interpret newspapers, including how they may interpret the same newspapers in different ways.

INTRODUCTION: EXPLAIN THE THEORY

Gerbner theorised that consistent and heavy exposure to violent TV content may cultivate a negative view of the world, which he calls ‘mean world syndrome,’ and that long-term exposure to consistent messaging, especially around issues like gender roles and the stereotyping of marginalised groups, leads to the ‘mainstreaming’ of dominant perspectives so that they seem ‘natural.’ 

WRITE A PARAGRAPH ON ‘MEAN WORLD SYNDROME’

While Gerbner’s research was focused on TV, we can apply it to newspapers. If Gerbner is correct, newspapers that value ‘bad’ news may contribute to ‘mean world syndrome.’ The Daily Mail is known for its negativity toward a range of topics , from immigration, to lawlessness on UK streets. For example, in 2018, it’s June 8th cover pictured a machete wielding man and the headline “CHILLING REALITY OF WILD WEST UK.” The Daily Mail has the highest circulation of any UK newspaper, which may indicate the validity of applying Gerbner’s theory as their popularity is likely to increase the likelihood of them perpetuating ‘mean world syndrome’ through these types of lurid depictions of violence. Gerbner may point out that audiences who have a broader media consumption may not feel the same way as those whose primary source is a particular newspaper. For example, the Guardian has a reputation for reporting that avoids sensationalism and we might expect readers who also read The Guardian to avoid 'mean world syndrome.' However, for the past three years the Guardian online has included a substantial info hub dedicated to live updates of the war in Ukraine, which suggests that Gerbner’s ‘mean world syndrome’ may be relevant across even the most socio-politically different publications and perhaps that even those that read more than one paper may not be able to entirely escape it. 

WRITE A PARAGRAPH ON ‘MAINSTREAMING’

Gerbner theorises that repeated exposure to consistent messaging leads to 'mainstreaming' of social and political perspective. However, UK newspapers are notably socially and politically distinct, so are likely to offer contradictory messages, especially when dealing with contentious issue (e.g. Brexit). For example, on November 4th 2016, The Guardian and The Mail took very different approaches to reporting the high court ruling on article 50. The Mail branded the judges “ENEMIES OF THE PEOPLE,” ‘mainstreaming’ their readership’s pro-Brexit stance. Conversely, The Guardian headline acknowledged the difficulty for the prime minister while remaining politically neutral. We might argue that these contradictory messages invalidate Gerbner’s idea of ‘mainstreaming’ being applied to newspapers by demonstrating that this medium often conveys oppositional messaging. However, it is unlikely that ideologically different audiences are going to read a range of newspapers. Daily Mail readers, for example, are likely to continue to read stories that reinforce their negative views on Europe, on immigration and other right-wing talking points. It may therefore be useful to apply Gerbner 's ideas about ‘mainstreaming’ when considering the normalisation of these views among Daily Mail's readers, but less valid when analysing a liberal Guardian reader. 

APOLOGIES - I TRIED TO GET IT TO 450, BUT I'VE FOUND IT TOUGH TO GET BELOW 475.