Future Of Cultivation Research Essay

898 words - 4 pages

These articles discuss the future of cultivation research (research on the roles of the message conveyed by television to viewers' perceptions and attitudes) in the context of "changing media environment." Based on the cultivation research since the 1960s, although there are many criticisms, it is argued that current cultivation theory has reached the certain quality of paradigmatic performance. According to Morgan and Sanahan, researchers have generally accepted the fundamental premises of the theory that television, in exposing the messages, possesses incremental effect, although generally it achieves or “cultivates” on the level of mental entity of the viewers. However, because it is accumulated, it may open possibilities to influence viewers’ overt behaviors in the long term. In principle, as Sanahan’s argument, media serves to create meaningful perception of people’s mental environment (symbolic environment) and cause a collective consciousness in seeing the reality of the worlds (perceived reality), in ”variety of contexts and situations" (Morgan & Sanahan, p.349). For these reasons, these two researchers highlight that the main issue is that researchers should answer questions about how to stabilizing the audience beliefs and conceptions (and also the media related power structures) rather than research on attitude or behavior changes.
The future of cultivation theory, in the context of the environment changes, depends on several things. Morgan & Sanahan argued that the influence of mass media relies on the "popular storytelling systems and purveyors of widely shared messages" (p. 350). When these systems collapsed, the influence of media will decrease with the increasing number of competitors of new media beyond television, such as DVRs and websites. I agree with these two authors that television, in the context of the current development of new media, has limitations, although in some degree it still has certain influence to the audience. Not everybody has turned to new media such as facebook, twitter, etc.; television has its own segments for the sake of its unique characteristic, such as ease of its operation, accessibility, and the psychological effects to the viewers (like when people watching life events on television, either individually or in a group of people).
I also agree that the "storyteller systems" behind media is important aspect for “cultivation” activities, although it is not the only one factor. Viewers are also crucial variable, because now, with the advance of social media, they have more options to access any information they want. Sanahan emphasizes Demers and Viswanath's argument that "cultivation research works best as an explanation of social homeostasis, or maintenance of the social status quo" (p.280). In other words, the concept of cultivation is less likely able to explain the influence of television, in the context of a...

Find Another Essay On Future of Cultivation Research

Neural Precursor Cells and Neuro-Regenerative Medicine

545 words - 2 pages neurosciences for the past century (1). Recently, this principle has been challenged by the discovery of NPC in both embryonic and adult mammalian nervous system (1, 2). This has brought a new insight to the neurosciences research that the most ‘stubborn’ tissue-nervous system- may have regenerative supremacy. Likewise, these highly plasticity cells not only present in the principal adult neurogenic regions (hippocampus and subventricular zone

Living in a Digital World Essay

1336 words - 6 pages argument television is the medium) cultivation theory thrives. Even though television has offered a multitude of positives for story telling, there have been major setbacks. The constant viewing capability allows for a dissemination of information that may not always be realistic. For example, the University of Arizona conducted research regarding Gerbners’ theory and sampled the perception of Latinos. From the study it was concluded that the

Funding a Nonprofit Book Festival

2206 words - 9 pages their programs; how revenue is managed and appropriated is of the utmost importance to its mission. Works Cited Grace, K. S. (Jan 1, 2006 ). Over Goal!: What You Must Know To Excel at Fundraising Today. Medfield, MA: Emerson & Church. Leonhardt, T. (2011). Key Donor Cultivation: Building for the Future. Journal Of Library Administration, 51(2), 198-208. Merchant, C. (2013). Report: Nonprofits contribute to economy. The Daily News

Abstract Report

1285 words - 6 pages current phenomena. Research studies can be a great help as references for future studies so it would be best to gather first hand data or data from reliable sources. Having been asked to read a study that interest us, I have also concluded that interest on your research topic is a must. Without interest, your research would suffer mediocrity because finding answers also involves a certain kind of passion and attachment. The study used quantitative

cultivation theory summary

767 words - 4 pages Cultivation theory is based upon the influence television’s subject and matter has upon people and life. Professor George Gerbner of University of Pennsylvania first created it to study the way television influences life and perceptions of reality (Chandler, 1995). The theory questions if a viewer of television begins to treat the concepts in programming as a real-life understanding. The theory utilizes television use alone and not other

Project Proposal

994 words - 4 pages charged 12% interest. These expenses will recover the same cultivation season. Land preparation expenses and seed cane cost will charge 12 % interest and recover those expenses within three cultivation seasons. After receiving of all the above reports small holding accounts division make the final farmer pay sheet according to the individual farmer. And final payment will send to the bank account of the farmer.   2 Problem background 3 Problem statement 4 Objectives 5 Research 6 Literature review


779 words - 4 pages aquaculture (Osinga et al., 2001; Ferreira et al., 2009). In recent years, Nannochloropsis has become potential microalgae for biofuels production (Griffiths and Harrison, 2009; Rodolfi et al., 2009). Research on microalgae as fuel focus on the cultivation method for optimization of biomass production, either with open pond (Park et al., 2011; Sanchez et al., 2011) or close photobioreactor (Sierra et al., 2008; Hsieh and Wu, 2009; Briassoulis et

Traditional vs. Modern Architecture in China

1736 words - 7 pages materials in modern architecture, architects should not unilaterally pursue the fashion of new materials but put more attention on the regional and traditional cultural roots. In addition to the combination of traditional architecture and the contemporary architecture, it is also very important to enhance the architects’ personal cultivation. Architects in China need to research the Chinese traditional architectural culture to understand the charm

Modern Uses of Cultivated Algae

1611 words - 6 pages very hard to cultivate under artificial conditions because of the complex life cycles of some important species. The future of algae cultivation looks bright. Products being examined are the use of the brown algae, Sargassum, and the green algae, Chlorella, as sources of a renewable source of an energy source (Hannacack, per. com.). As synthetic, petroleum-based dyes are becoming banned in the use in food products, the market for all- natural

components of human society

1430 words - 6 pages . Horticulture1. Horticulture is non-intensive plant cultivation, based on the use of simple tools and cyclical, non-continuous use croplands.2. Slash-and-burn cultivation and shifting cultivation are alternative labels for horticulture.B. Agriculture1. Agriculture is cultivation involving the continuous use of cropland, and is more labor-intensive (due to the ancillary needs generated by farm animals and cropland formation) than horticulture.2

The Mystery of Media Ideal Body Image: Influences on People’s Appearance Self-esteem

2416 words - 10 pages (1), 111. Zhou, S., Zhou, P., & Xue, F. (2008). Effects of Advertising Images on Social Comparison: Do Societies Matter?. China Media Research, 4(1). Gerbner, G., Gross, L., Jackson‐Beeck, M., Jeffries‐Fox, S., & Signorielli, N. (1978). Cultural indicators: Violence profile no. 9. Journal of Communication, 28(3), 176-207. Gerbner, G. (1998). Cultivation analysis: An overview. Mass Communication & Society, 1(3-4), 175-194. doi:10.1207/s15327825mcs0103&4_4 Harrison, K., & Cantor, J. (1997). The relationship between media consumption and eating disorders. Journal of Communication, 47, 40–66.

Similar Essays

Funding For The Controversial Future Of Medicinal Research

1536 words - 7 pages and can serve multi-purposes. It can help create transplant tissues to modify the structure of a malignant human body. According to a source, stem cell research is the future, the future of revolutionizing medical treatment(s) (Knoppers 4). Its potentials are vast, especially in deriving ways to genetically modify people that have already lost hope of finding adequate treatment(s) of their survival. Some resources state that stem cells have the

Aquaculture Essay

1515 words - 6 pages fresh water environments such as rivers, creeks and streams located in the high rainfall areas of the south west of the state. Within the state, varying systems of cultivation have been used such as farm dams, ponds and tanks. Of these, the purpose built ponds produce the best results of between 1000 to 4000 kg / ha / yr. The future of commercial Marron farming lays within further research and development. More

Gerbner's Cultivation Theory And Violence In The Media

1221 words - 5 pages overwhelming presence of violence on television and subsequent research supports cultivation theory.In his theory, Gerbner defines violence as "the overt expression of physical force (with or without a weapon, against self or others) compelling action against one's will on pain of being hurt and/or killed or threatened to be so victimized as part of the plot" (Griffin, p. 381). This definition does not include slapstick comedy, verbal abuse or idle

"Confucian Moral Self Cultivation" By Philip J. Ivanhoe Book Report

1524 words - 6 pages Problems, coeditor with Rebecca Walker, (2004). Essays on Mencius Moral Philosophy, coeditor with Liu Xiusheng, (2002). The Laozi or Daodejing, (2002). And a revised and expanded second edition of Ethics in the Confucian Tradition: The Thought of Mengzi and Wang Yangming, (2002). There are several other publications about similar information included in his list of accomplishments making him highly qualified to write Confucian Moral Self Cultivation