Theory 005: Cultivation

Cultivation theory, also known as ‘cultivation hypothesis’ and ‘cultivation analysis’, is a theory composed by G. Gerbner and was later expanded by Gerbner and Gross. They began researching in the mid-1960s about the effects of media, specifically whether watching television influences the idea and perception of its audience in terms of daily life. Cultivation theory states “that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid (Gerbner, 1960).” Cultivation theory studies the effects of media. Cultivation theories suggest that television viewing can have long-term effects which gradually affect its audience. This theory studies about the effects of viewing in the attitudes and behavior of its audience.

Cultivation theory proposes that those who are heavily exposed to television ‘cultivate’ attitudes which they perceive to be applicable in the real world. The theory also suggests that prolonged exposure to television can lead to the audience’s violent behavior. Theorists divided the effects of cultivation into two levels: a) the first order revolves around the general beliefs about our world, and b) the second order, which revolves around specific attitudes. Cultivation theory also suggests that media posses a small yet significant influence on the beliefs and attitudes of society about the society they live in. Those who get more from media are the ones who are more influenced.

Cultivation theory at work can be seen in our society today. It can be seen from the catchphrases we use from shows we watch (or from prominent figures in society) to the scenes we act out from shows. Die-hard fans tend to adapt their favorite character’s attitudes (and even style). Longer exposure leads to heaver influence. There are both positive and negative effects fromn long exposure to television. When the ‘pabebe girls’ and ‘pabebe wave’ became a thing, you could see (and hear) almost everyone doing it. It’s like cancer. When Frozen was a hit in the cinemas and everyone watched it, you could hear everyone singing ‘Let It Go’ or maybe ‘Love Is An Open Door’.  

These are ‘light’ (or temporary) examples if you compare them with lingering lowkey issues in our society today which have been caused by media. It’s been an issue (probably a lowkey issue) in Philippine television that shows about mistresses are becoming more prominent. Concerned citizens (parents, specifically) say that letting children be exposed to these kinds of shows may lead to children thinking that being a mistress is normal or it’s okay to have a mistress. Aside from shows about mistresses, violent scenes (such as ‘barilan scenes’) may also make its young viewers believe that these scenes are normal. Media tend to romanticize everything. Media can make you believe that killing for your loved one is justifiable and right, or stealing the person you love from someone is okay because you have the right to fight for what you want.

My own dose of the cultivation theory is my long exposure on Encantadia. Encantadia is a fantasy show which is being aired in GMA network. The original series was aired from 2005 to 2006. A remake was created this year. The least you can get from Encantadia (if you're a fan) is the language they use, Enchanta.

We are at the receiving end. It’s up to us which attitudes we will pick and adapt from television. We do not have to be slaves to television and let this device change our perception of reality. We have the power to draw the line between our reality and the reality that television portrays.