7.3 Cultivation Theory and Social Learning

Media shapes our reality in subtle ways. Cultivation theory suggests that heavy TV viewers start to see the world through the lens of what they watch. This can lead to overestimating crime rates or adopting stereotypes from shows.

Social learning theory explains how we pick up behaviors and attitudes from media. We might imitate characters we admire or learn lessons from their experiences. This can influence everything from our fashion choices to our moral values.

Cultivation Theory

Propositions of media effects theories

Top images from around the web for Propositions of media effects theories

• 

  Instructional Model for Social Skills Intervention Children with Visual Impairment View original

  Is this image relevant?

• 

  Geniale Darstellung von Lerntheorien | Corporate Learning - Training und Wissensmanagement View original

  Is this image relevant?

• 

  Media system dependency theory - Wikipedia View original

  Is this image relevant?

• 

  Instructional Model for Social Skills Intervention Children with Visual Impairment View original

  Is this image relevant?

• 

  Geniale Darstellung von Lerntheorien | Corporate Learning - Training und Wissensmanagement View original

  Is this image relevant?

1 of 3

Top images from around the web for Propositions of media effects theories

• 

  Instructional Model for Social Skills Intervention Children with Visual Impairment View original

  Is this image relevant?

• 

  Geniale Darstellung von Lerntheorien | Corporate Learning - Training und Wissensmanagement View original

  Is this image relevant?

• 

  Media system dependency theory - Wikipedia View original

  Is this image relevant?

• 

  Instructional Model for Social Skills Intervention Children with Visual Impairment View original

  Is this image relevant?

• 

  Geniale Darstellung von Lerntheorien | Corporate Learning - Training und Wissensmanagement View original

  Is this image relevant?

1 of 3

• Cultivation theory proposes long-term exposure to media, especially television, molds viewers' perceptions of social reality, suggesting heavy TV viewers are more likely to believe the world mirrors the content they consume (crime dramas)
• Social learning theory proposes individuals acquire behaviors, attitudes, and beliefs by observing and mimicking others, including media models, suggesting media can shape behavior by providing examples viewers may learn from or imitate (superheroes)

Media exposure and social perceptions

• Cultivation effects
  • First-order effects: Overestimating prevalence of certain phenomena based on media portrayals
    • Believing crime rates are higher than reality due to frequent depictions in TV shows (Law & Order)
  • Second-order effects: Adopting attitudes and beliefs consistent with media portrayals
    • Developing fear of crime or stereotypical views of certain groups based on biased representations (racial stereotypes)
• Mainstreaming: Heavy media viewers develop more homogeneous views of social reality, regardless of individual characteristics or experiences, as media exposure overrides personal differences (political ideologies)
• Resonance: Cultivation effects are amplified when viewers' real-life experiences align with media portrayals, reinforcing the perceived realism of the content (living in high-crime areas)

Media influence on attitudes and behaviors

• Observational learning: Acquiring new behaviors by watching and imitating media models
  • Children learning aggressive actions from violent video game characters (Grand Theft Auto)
• Vicarious reinforcement: Learning consequences of behaviors by observing outcomes experienced by media characters
  • Seeing a character rewarded for helping others encourages prosocial behavior (Sesame Street)
• Symbolic modeling: Learning abstract rules, values, or problem-solving strategies from media content
  • Gaining conflict resolution skills from watching characters navigate relationships (sitcoms)
• Priming: Media content activates related thoughts, feelings, or behaviors, influencing subsequent judgments or actions
  • Seeing fast food ads increases likelihood of craving and consuming unhealthy snacks

Empirical Evidence and Evaluation

Evidence for media effects theories

• Cultivation theory evidence
  • Studies found associations between heavy TV viewing and overestimating crime rates, perceived victimization likelihood, and mistrust of others
  • Meta-analyses support cultivation effects, especially first-order effects
  • Criticisms: Difficulty proving causality and potential influence of other factors (selective exposure, individual differences)
• Social learning theory evidence
  • Experiments demonstrated media models' influence on children's aggression, prosocial behavior, and gender roles
  • Correlational studies found links between media exposure and various attitudes, beliefs, and behaviors
  • Criticisms: Potential for reciprocal influence (seeking media aligning with preexisting attitudes) and role of other socialization agents (family, peers)