Download - Cultivation Theory & Gatekeeping Discussion
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: 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 & 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: 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