"Cultivation theory" and "cultivation analysis" were later proposed by American scholar George Gerbner (20C60A)

At that time 🇺🇸 the problem of "violence and crime" was very serious, and the government set up a "Committee on Prevention of Causes of Violence" to study countermeasures 🧐

Analyze the relationship between "TV violent content" and "real society crime"🉐️

Examine the impact of these contents on people's understanding of "social reality"🉐️

❤️Mass communication subtly affects the audience’s worldview

However, its "tendency" causes a great deviation between "subjective reality" and "objective reality" in people's minds.

This impact is long-term and subtle

For society to exist and develop as a unified whole, it requires members of the society to form a "consensus"

When people understand, judge and act 🈶️ "common benchmark", social life can be coordinated

"Mass media" plays a role in forming "consensus"⬆️ ️Function—(especially TV📺)

Mass media🈶️Specific values ​​and ideological tendencies

It's not "preaching😥", it's "reporting facts" and "providing entertainment" to convey and subtly influence the audience's world view.

The "mainstreaming" effect does not affect everyone, and the effect varies depending on the "communication content"

Emphasis on the great role of mass communication in forming "consensus" among social members🈶️

Represents the understanding of the long-term and potential impact of mass media, and is of great significance to effect research🈶️

🈯️The "symbolic reality" of mass media deviates greatly from the "objective reality"🈶️. Media tendencies will bring good or bad social consequences.

4. Applicability issues

Do not accept it completely and make independent judgments and choices. Therefore, the phenomenon of acculturation will no longer occur.

Outstanding educational effect

"Transmitter-oriented" - "Receiver-oriented", media interaction, citizen journalism, prosumers

Consistency and stability information systems cannot meet the needs of diversification, differentiation and differentiation.

The media culminates the audience, the audience culminates the media

Increased interaction and participation between the audience and the media

Improved selectivity, 🉑️exposure to more content, liberated initiative, and more diverse interpretations of media

The audience’s critical consciousness has increased, and “symbolic reality” may not necessarily affect “subjective reality”

"Media and audience" are intertwined, and the media must adjust content based on audience behavior

1. Massive information may provide a comprehensive perspective

2. Failure of mainstream media channels may not reach the audience

3. Improve the media literacy of the audience and consciously resist acculturation