Cultivation effect and political tv ads

In the field of communication research, a very popular theory known as Cultivation Theory , originally proposed by George Gerbner, argues that television can create and reinforce alternate views of the outside world which can be contrary to reality. When this is applied to topics such as fear of crime, negative perceptions of certain cities and regions, food/beverage and fashion advertising, and cultural and racial stereotypes, television programming does indeed have a cultivation effect.

In other words, many people, to some degree, believe what they see on television, when they have no other frame of reference which they can turn to for more informed insights about that topic.

I am working on a research project this semester in which examines if political tv ads have a cultivation effect. If there is a strong cultivation effect, then the more television one watches, the more they'll rely upon it as a major source of information, and will believe what they see.

This research includes a rather extensive telephone survey of Dorchester County voting households, doing a random sample of those voters who have voted at least twice in the four general elections 1998, 2000, 2002, and 2004.

Stay tuned for updates on my research ...

2 Response to "Cultivation effect and political tv ads"

  1. west_rhino 20/11/06 14:49

    also Laasch's "Culture of Narcissim" seems to support cultivation theory, though neurolinguistic programming is still NLP.
  2. Moye 21/11/06 17:32
    I am glad I am outside Dorchester.

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