Cultivation Effects
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Harley2011
December 5, 2010
COM – 126 Communications and the Media 15-Nov-2010
Cultivation Effects
George Gerbner (1976) focused on the cultivation effects of violent television on heavy and light television viewers. An early example of cultivation effect (Wichert, Robert, 1997) was back in 1947 when Jose Joaquin Salcedo used radio to teach the native Colombians to ‘read, write and cultivate their land and care for their stock using improved methods’ (Brownstone, 1970) using a radio system constructed for the purpose of teaching the men, women, and children within a seven hundred mile radius. These uses of the radio lead to 250,000 farm families being able to read and write. According to Robert Wichert (1997), the Colombians were exposed frequently to educational radio broadcasts that taught them to read and write, while also leading them to a harmonized group of farmers. This use of mass communication in the untouched culture of the 1947 Colombian was very successful and shows that in other untouched cultures, it can work just as well to help them learn how to read, write, and improve their way of life. One bad side effect of the mass communication in Colombia was the growth of the illicit drug trade during the 50’s and 60’s. By using mass communication in 1947, today’s cultivation analysis will improve mass communication in intercultural contexts.
Another place cultivation effect was found is where daytime television talk shows (show like those hosted by Jerry Springer, Jenny Jones, and Ricki Lake) influenced how international students saw American life. These shows focused on scandal and embellished stories of people who think that it is important to cause a scene. According to Hyung-Jin Woo and Joseph R. Dominick (Fall, 2001); these particular programs focus on people who are having trouble in their relationships with other people. Woo and Dominick feel that people from other cultures who do not know our culture or speak the language, will think...
December 5, 2010
COM – 126 Communications and the Media 15-Nov-2010
Cultivation Effects
George Gerbner (1976) focused on the cultivation effects of violent television on heavy and light television viewers. An early example of cultivation effect (Wichert, Robert, 1997) was back in 1947 when Jose Joaquin Salcedo used radio to teach the native Colombians to ‘read, write and cultivate their land and care for their stock using improved methods’ (Brownstone, 1970) using a radio system constructed for the purpose of teaching the men, women, and children within a seven hundred mile radius. These uses of the radio lead to 250,000 farm families being able to read and write. According to Robert Wichert (1997), the Colombians were exposed frequently to educational radio broadcasts that taught them to read and write, while also leading them to a harmonized group of farmers. This use of mass communication in the untouched culture of the 1947 Colombian was very successful and shows that in other untouched cultures, it can work just as well to help them learn how to read, write, and improve their way of life. One bad side effect of the mass communication in Colombia was the growth of the illicit drug trade during the 50’s and 60’s. By using mass communication in 1947, today’s cultivation analysis will improve mass communication in intercultural contexts.
Another place cultivation effect was found is where daytime television talk shows (show like those hosted by Jerry Springer, Jenny Jones, and Ricki Lake) influenced how international students saw American life. These shows focused on scandal and embellished stories of people who think that it is important to cause a scene. According to Hyung-Jin Woo and Joseph R. Dominick (Fall, 2001); these particular programs focus on people who are having trouble in their relationships with other people. Woo and Dominick feel that people from other cultures who do not know our culture or speak the language, will think...