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PurposeThe purpose of this paper is to apply cultivation theory to social network sites by investigating how Facebook uses cultivates users' ethnic diversity perceptions and attitudes.Design/methodology/approachThe authors’ investigations include an online and offline survey study with 476 Facebook users and a follow-up experiment with 75 individuals.FindingsThe authors provide empirical support that Facebook use cultivates ethnic diversity perceptions and ethnic diversity-related attitudes. They show that Facebook use relates to perceptions of ethnic minorities that resemble the world on Facebook that is characterized by high ethnic diversity. The authors further demonstrate that the cultivation of ethnic diversity-related attitudes is mediated by diversity perceptions related to users' close social environment.Research limitations/implicationsFuture research should consider culturally and educationally diverse samples as well as longitudinal research designs to address external validity and causality issues.Practical implicationsAlgorithms determining the content users are exposed should be thoughtfully curated to avoid attitudinal and ideological polarization.Social implicationsFacebook can play an important role in positively shaping intergroup relations, thereby countering negative outgroup attitudes, social anxieties and radical right-wing parties.Originality/valueThe authors’ studies extend the scope of cultivation research by identifying a new media vehicle as a source of cultivation influences and shed light on the cultivation-based process of attitude change on social network sites.

The current study examines the influence of positive, negative, and mixed portrayals of the police in the media on perceptions of police. Participants were randomly assigned to watch an edited vide...

Media researchers have long considered the extent to which the media influence perceptions of the police. More recently, scholars have encouraged more specific investigations to determine if media ...

This essay is a thematic review of a computer animated comedy filmMadagascar Escape 2 Africa. It highlights the rich thematic embodiment of the film. Entertainment-Education has been adopted as a theoretical framework for analysis, owing to the fact that it emphasizes infusion of educational oriented content into the production of entertainment programmes/media content to achieve attitudinal change in society. Five themes have been identified from the film and discussed, namely: the usefulness/relevance of every talent/skill, the power of unity/friendship, innovation, adventure and love. The central thesis in the essay is that all talents are relevant and important to the growth and development of society as contained in the film under review, hence parents are advised to identify talents which their children have and guide them accordingly to exploit and utilize them to the fullest. This is against the career imposition trait of most parents, which often time leads to poor performance of children in careers they have no passion for. Conclusively, the study recommends the Entertainment-Education approach to producers of children films and media content to help reduce the cultivation effect that arises from the projection of violence, crime, nudity and profane scenes in cartoons and children programmes. This will go a long way to help achieve the desired attitudinal change in society.

Drawing on Cultivation Theory, this research investigates how Twitter users perceive tweets about particular brands and how message types affect brand attitudes. We conducted a qualitative study of...

Community decisions in selecting the brand supported from its brand awareness factors, public awareness of the brand is driven by the presence of a stimulus that is done by the manufacturer so as to make consumers interested in the product. The film was considered could be a container for the producers to give stimulus as well as market and introduce its products. Use product placement manufacturer to market a brand which is inserted in a piece of film. The intensity of exposure to product placement to the impressions of the audience considered may affect the level of brand awareness of a product, so that it can improve the image of a brand's products and, can directly improve the marketability of the product. The purpose of this research is to know the influence of exposure to product placement in the film against the brand awareness of a product. The research method used is the study of quantitative experiments. The population of this research was a teenager from among the students communication studies Muhammadiyah University of Surakarta. The results of the research with data correlation of cultivation theory suggests that there is a significant relationship between the influence of product placement with brand awareness. Keywords: Product Placement, Film, Brand Awareness.

Sabiedriskās attiecības Informācijas un komunikācijas zinātnes Public Relations Information and Communication Sciences Bakalaura darba “Sabiedrisko attiecību speciālistu veselības komunikācija LETA preses relīzēs par vakcināciju 2016.-2019. un 2020.-2021. gadā” mērķis ir noskaidrot, kādas veselības komunikācijai raksturīgās tendences ir novērojamas informācijas aģentūras LETA vietnē publicētās, vakcinēties aicinošās preses relīzēs no 2016. līdz 2019. un no 2020. līdz 2021. gada beigām. Mērķa sasniegšanai bakalaura darbā tiek aplūkota zinātniskā literatūra un informatīvie avoti par komunikācijas teorijām un to izpausmi realitātē, veselības promocijas veidiem un rīkiem, komunikāciju riska un krīzes gadījumos, preses relīžu uzbūvi un to rakstīšanas pamatprincipiem. Balstoties uz literatūrā gūto informāciju, empīriskajā daļā tiek izstrādātas publikāciju analīžu kategorijas, kas ļauj sistemātiski sagrupēt datus un veikt detalizēto analīzi. Pētījumā pamatā ir satura analīze, kas tiek panākta ar kvantitatīvo un kvalitatīvo pētījuma metodi. Kvalitatīvā metode tiek izmantota datu ieguves un interpretācijas posmā tekstuālās analīzes formātā. Kvantitatīvā metode tiek lietota, lai iekodētu datus un veikt analīzi SPSS datora programmā, kas ļauj skaidri novērot likumsakarības starp analīzes kategorijām. Galvenie bakalaura darba secinājumi – sabiedrības izglītotības un informētības veicināšana par vakcinācijas tēmu mēdz labvēlīgi ietekmēt kopējo populācijas veselības nozares pārzināšanu, kas, savukārt, veido iespēju palēnināt infekcijas slimību izplatību un uzlabot sabiedriskās imunitātes stāvokli. The aim of the Bachelor's “PR specialists' health communication in LETA press releases on vaccination in 2016-2019 and 2020-2021” is to clarify the specific trends of health communication, published on LETA's website, to vaccinate in inviting press releases from 2016 to 2019 and from the end of 2021. Scientific literature and information sources on communication theories and their expression in reality, the types and tools of health promotion, communication risks and crises, the composition of press releases and the basic principles of their writing are addressed in the bachelor's work. On the basis of the information from literature, the empirical part develops categories of analyses of publications which allow for systematic grouping of data and detailed analysis. The study is based on the analysis of the content achieved by the quantitative and qualitative study methodes. The qualitative method is used during the acquisition and interpretation phase in the form of textual analysis. The quantitative method is used to bite data and perform analysis in the SPSS computer program, which allows you to see clearly the relationships between the analysis categories. The main conclusions of the bachelor's work: promoting public education and awareness of the topic of vaccination tend to have a positive impact on the overall management of the population health sector, which in turn makes it possible to slow down the spread of infectious diseases and improve the state of public immunity.

This bachelor's thesis is going to focus on the analysis of the representation of the pathological models of romantic relationships in films of romantic comedy genre and its impact on the formation of cultural perceptions and consequently, of behavioral standarts in modern society. The discouse of the thesis is also examination of the essence of psycological, particularly of cognitive processes, which are the foundation of formation of interaction models of viewers and media content of audiovisual nature. These cognitive processes will be analyzed through the utility of the selective exposure theory, social cognitive theory the cultivation theory of G.Gebner. Subsequently I study the topic of the romantic comedy genre and, on the basis on the selected films, I discribe and analyze pathological social phenomenons, which are propagated overtly or covertly in listed films. The main instances of those pathological phenomenons are sexism, normalization of psychological and sexual abuse, gender representation and stereotypization and others. The last part of the thesis is dedicated to the ilustration of the consequences of disemination of media messages of such character on the grounds of the selected studies.

Indonesia has been able to make advanced technologies, one of which is television. The impressions on television have been able to attract the audience’s interest, and make him addicted to watching the existing programs. Especially for the children at SDN 3 GESIK who are inseparable from their activities. In this study, researchers used a Cultivation Theory approach using quantitative research methods. The cultivation approach was used to see the effect of watching televisiom on the behavioral development of 4th graders at SDN 3 GESIK. The data used in this study is the result oh the distribution of the google form created by the researcher which was distributed by the parents of the 4th graders at SDN 3 GESIK. The result of the data indicate that there is a negative and positive influence of watching television on the behavioral development of at 4th graders at SDB 3 GESIK

The prevalence of rape myths, or false beliefs about rape that blame victims of sexual violence and excuse perpetrators of sexual violence, has been documented throughout a wide range of media content. However, previous meta-analyses of media consumption and rape myth acceptance (RMA) have focused on pornography, and these studies are over ten years old. This research addresses this gap with a meta-analysis studying the relationship between the consumption of all types of media and RMA. Thirty-two studies (N = 12,016) met inclusion criteria. The overall weighted mean effect size was r = 0.09 (p

Our study analyses media audiences of football within the English context. The research question can be formulated as follows: How do young people at a Northern-England university interpret and (re)construct discourses surrounding race/ethnicity in men’s televised football? Results from our focus groups with young football media audiences show how they take a relatively race-conscious perspective in comparison to most earlier studies. At the same time, football talk appears a complex space where racialized discourses are rejected as well as accepted and where meanings given to race and ethnicity intersect with other markers of difference such as culture and nationality.In tegenstelling tot de meeste eerdere studies analyseert deze studie hoe het televisievoetbal-publiek betekenis geeft aan etniciteit en huidskleur. De onderzoeksvraag kan als volgt geformuleerd worden: Hoe interpreteren en (re)construeren jonge mensen aan een Noord-Engelse universiteit (18–26 jaar) discoursen over huidskleur en etniciteit in mannenvoetbal op televisie? Bevindingen laten zien hoe veel van de geïnterviewde mediagebruikers reflexief zijn in hun betekenisgeving aan huidskleur/etniciteit. Tegelijk blijkt ‘football talk’ een complexe en tegenstrijdige plek te zijn waar raciale vertogen gereproduceerd en tegelijk afgewezen worden en waar betekenisgeving aan etniciteit en huidskleur samenhangt met andere constructies van verschil gebaseerd op cultuur en nationaliteit.

This chapter explores specific issues of social justice and how groups are portrayed both explicitly and implicitly. Remember that cultivation theory proposed that media promote a worldview that becomes central to the culture surrounding that media. Research has shown that numeric disparities in the frequency with which marginalized groups are portrayed in media influence the schemas (knowledge structures) developed by audience members in deciding the relative importance of a given group. Social justice narratives talk about marginalized groups and how they are treated unfairly, deprived of access to power and the means to have a productive life or a sense of wellbeing. In addition to women, who are recognized as having been victims of discrimination in many contexts, another marginalized group is referred to as LGBTQ, standing for lesbian, gay, bisexual, transgender, and queer.

As the modern world becomes increasingly reliant on the Internet and digital devices for social engagement and access to essential services, social scientists have sought to identify barriers that prevent Australians from enjoying full inclusion in a digital society. Particular academic focus has been given to assessing disparities in technology use between younger and older age groups. However, the sociocultural factors contributing to the digital divide between older and younger people has been generally overlooked. This thesis begins to address this neglect through an examination of how wider cultural perceptions of technology use may be facilitating a digital divide. Specifically, this thesis assesses cultural perceptions of technology use by examining how media imagery portrays the relationship between older adults and digital technology. The analysis is grounded in a critical theory framework and George Gerbner’s cultivation theory, and involves a content analysis of 523 prime time technology-related television commercials. Analysing for the presence of older adults within commercials and the level of technological expertise they portray, the thesis reveals that technology commercials underrepresent older adults and portray the demographic as unsophisticated technology users. Overall, the thesis adds another dimension to our understanding of the digital divide by highlighting how media texts may cultivate a cultural understanding of technology use as the preserve of the young.

This study explores the potential links between crime-related media consumption and confidence in the police based on instrumental and expressive models. Drawing on data from a large sample of South Koreans, direct and indirect effects of crime-related media consumption on perceptions of the police are examined using regression-based multiple mediation analysis. Results showed that although there is no direct effect of media consumption on confidence in the police, crime-related media consumption is significantly and negatively associated with public confidence in the police via perceived incivilities and fear of crime. This study suggests that the police should make a constant effort to develop strategies to enhance communication with the public.

This study aims to reveal how people's behavior after watching the soap opera Anak Langit and what are the factors that cause people's behavior to change after watching the soap opera Anak Langit. In addition, this study will also look at how violations that occur in Anak Langit soap operas are based on broadcasting regulations in Indonesia. This research will explore the existing problems using Cultivation Theory where this theory assumes that television exposure impacts on the community. This theory is based on Gerbner's thought which conveys that the continued exposure of the media will give an idea and influence on the perception of the viewer. That is, as long as viewers make contact with television they will learn about the world, change their perception of the world, learn to behave and people's values. This study uses qualitative methods, where researchers conduct literature studies, observations and interviews to approach and explore research problems. Based on this research it can be seen that the soap opera Anak Langit has a negative impact on some of its audience. This is because many violations occur, if guided by broadcasting regulations in Indonesia.

There have been a number of studies on the content of the news in the media and their impacts on society until now. The relationship between media and fear of crime is among the new issues added to these researches. Fear of crime is a contemporary social problem which modern societies face with. The concept can be defined as an anticipation of being victim of any crime. Primarily an area of interest in criminology, fear of crime has been analysed by many disciplines in social sciences. Fear of crime can be explained theories including personal and environmental factors that generate fear of victimization. In this context; Vulnerability Theory, Victimization Theory, Disorganization Theory and Community Concern Perspective are used to reveal dynamics of fear of crime. The impact of the media is discussed mainly on the basis of Victimization Theory which claims that crimes on television news and newspapers cause indirect victimization that increases fear of crime. In the light of explanations above, this study aims to analyze the relationship between media and fear of crime. The research was conducted with 35 female students studying in different departments in the Faculty of Arts in Cumhuriyet University. A qualitative research technique was used to explore the impact of crime news in media on women. The findings obtained in this study supported the idea that higher media exposure to crime raises women’s fear of crime. Especially the news about violence against women affects women negatively. Thus, they should take various measures not to be a victim of crime.

This article investigates the relationship between exposure to overall television content and television news on the one hand, and public crime seriousness perceptions, including the two main components of perceived crime seriousness, i.e., perceived wrongfulness and harm severity, on the other hand. Drawing on cultivation theory and additional literature, we have constructed three hypothetical models which, for the first time, also include conservationism and legal cynicism as mediating variables. Using structural equation modelling, we have tested the models empirically in a cross-sectional survey of 1278 adult Dutch-speaking Belgian residents. Our findings indicate that overall exposure to television content is not significantly related to perceived crime seriousness, wrongfulness, harm severity, or any of the mediating variables. Exposure to television news, however, is both directly and indirectly related to perceived crime seriousness, wrongfulness, and harm severity. These findings thus suggest the relevance of television news exposure as a predictor of people’s perceptions of crime seriousness.

This study analyzed how depictions of White and Black recruits by ESPN network employees differs depending on athletic successes, failures, personality, and physicality. A total of 42 hr of ESPN co...

The aim of this study was to gain a better understanding of how fictional television shapes people’s expectations about the moral workings of the real world, relying on cultivation theory and model...

Cultivation analysis is an established methodology to comprehend the impact of gender stereotypy in television commercials on the viewers and society. Taking India as a case in point, the c...

This study sought to investigate the interaction between the theoretical variables of cultivation, which influence the reputation formation of the “Samsung” corporation and the country of South Korea, and the variability of purchase intention toward the “Galaxy” product line. The concept of direct experience that is advocated in cultivation theory and the resonance concept that is used in political communication were included in this study for the purpose of analysis. By focusing on a context in which many researchers still refute the notion that direct experience is a variable of cultivation, this study sought to elucidate the concept of resonance, as well as to verify whether the cognitive dimension, rather than direct experience, can be an important variable in the perception of the TV world as reality. This study therefore focused on China, where the popularity of the Korean Wave consistently increased over recent years compared with other countries, and conducted an analysis of 212 Chinese residents in urban areas who watched Korean dramas. As a result, resonance based on a microscopic viewpoint has an effect on awareness of a real world through TV. The analysis result of the mediator effect showed that brand purchase intention has a partial meditation effect in relationship between awareness of a real world through TV and corporate reputation. Also, corporate reputation showed a complete mediation effect in the relation between brand purchase intention and national reputation.

Research has shown that Arab portrayals on television have an effect on viewers’ beliefs about Arabs in general. Based on questionnaire responses from 429 undergraduate students, this study sought ...

This study used cultivation theory to explore the relationship between exposure to reality television shows and college students’ beliefs about wealth and materialism. In addition, this stu...

Considering how communities perceive the threat and risks of COVID-19, it is essential to examine how emotional regulation stimulated through intrinsic and extrinsic incentive mechanisms via social media can reinforce ‘Stay at home’ intentions. The conceptual framework was developed using the elements of the Extended Parallel Process Model (EPPM). A self-reported questionnaire was used to measure individuals’ intention to stay at home during the pandemic based on the perceived locus of causality as a part of self-determination theory. The empirical research was conducted on a sample of 306 USA respondents. The study results indicate that both components of the EPPM—efficacy and threat—positively affect ‘stay at home’ intentions. Moreover, a positive effect of efficacy on threats was found, as was a moderating effect of threats on the relationship between efficacy and the intention to stay at home. Meanwhile, the influence of social media exposure on threats and behavioral intentions was not significant. People are likely to stay at home as a preventive measure during COVID-19 if there is enough threats and efficacy. However, the abundance of information and opinions in social media can lead to a decreased perceived threat and might disrupt the acceptance of preventive actions.

For over two decades, despite the downward crime trend, the American public has persisted in believing crime is on the rise. Cultivation theory holds that the media is responsible for the public’s crime trend perceptions. Previous cultivation studies heavily rely on cross-sectional data, which may lead to spurious conclusions due to reverse causation and omitted variable bias. This study aims to address these issues by utilizing longitudinal analyses. Drawing on three waves of the 2008–2009 American National Election Survey, we test the cultivation hypothesis using traditional OLS, OLS with lagged crime trend perceptions, fixed effects, and dynamic panel models. Newspaper and TV news consumption are related to crime trend perceptions in traditional OLS models. In other models, media consumption is not related to crime trend perceptions. The results do not support the cultivation hypothesis. It is likely that the cultivation effect of media has been overstated in the previous cross-sectional research.

The public has unrealistic views regarding the success of cardiopulmonary resuscitation, and one potential source of misinformation is medical dramas. Prior research has shown that depictions of resuscitation on television are skewed towards younger patients with acute injuries, while most cardiac arrests occur in older patients as a result of medical comorbidities. Additionally, the success rate of televised resuscitations on older shows has vastly exceeded good outcomes in the real world. We sought to understand resuscitation outcomes on current medical dramas and to review the literature for evidence that media affects patient decision-making. We reviewed medical dramas to evaluate the demographics of cardiac arrest victims and the success rate of resuscitations and compared the results to outcomes for real-world patients. Medical dramas continue to focus on trauma as the main cause of cardiac arrest and portray favorable outcomes more frequently than should be expected. Patients who believe the overly optimistic prognoses portrayed on television may be more likely to desire aggressive medical care in the face of serious illness. Healthcare workers should anticipate the need to counter misinformation when discussing patient goals of care and end-of-life planning.