George Gebner and Gross’ Cultivation Theory states that high frequency viewers of television are more immune or susceptible to media messages making it believable, real and valid. In simpler terms, the more time people spend watching television, the more likely to believe in the social reality portrayed on the T.V. It all explained the cultivation of shared conceptions of reality among otherwise diverse public.

This theory now extends to surround the idea that television colors are perception of the world. In this specific instance, one who stays inside and watch news about crime all day, might be inclined to believe that the crime rate is far higher than it actually is and they might easily or in the worst case scenario, they can also become a victim themselves. It can preserve or perpetuate stereotypes such as “all Manila kids are cool kids” or “a Muslim guy might be a terrorist”. These are absolutely absurd and ridiculous notions, but possible parts of paradigm that be conveyed by heavy exposure to media messages.

One good and relevant example is that Muslim = Terrorist notion. It all intensified during the 9/11 attack that happened on September 11, 2001, wherein a group of Islamic extremist carried out suicide attacks in the United States. All news agency around the world broadcasted and even highlighted the “ISLAMIC TERRORIST” part. This notion now marked the minds especially those families and witnesses of the disturbing violence that any muslim can be a terrorist.

Here in the Philippines, there’s always a constant popular existent in Pinoy mass media and that is – beauty. It’s possible that daily exposure to the barrage of images and messages about beauty can also cultivate the perception of such among Filipino men and women. Others see beauty in the Alden Richards and Maine Mendoza standards, some in Jessy Mendiola and some in Liza Soberano. It all depends on the exposure of such artists in their respective channels. Telenovelas are also great example of how media affects the attitudes of various Filipino families. Its themes which commonly are about romance, mistresses and unrequited love, can be a great influence to one’s attitude and thinking.

This theory doesn’t apply in telesvision only, it is also applicable in gaming consoles as per the millennials. According to Cheryl Olson, a public health specialist at Harvard University, the game Grand Theft Auto or GTA by Rockstar Games, can warp children’s minds. GTA is an open world action-adventure video game that allow players to get involved in a bold new direction of unlawful missions, stealing, murder and the like. Oslon’s findings shows that 28 percent of boys and 5 percent of girls strongly agree that liking “gun and other deadly weapons” motivates and encourages their game play and about 25 percent of boys and 11 percent of girls agree that this help them in their anger management. But since then a number of crimes related to the game surface such as the murder of the father and brother by a 14-year-old boy after idolising a violent game character, Trevor, in Grand Theft Auto 5, according to a report on KXLY.
Not all effects of this theory is considered bad, there is also good and positive effects. Shows like Kabuhayang Swak na Swak by ABS-CBN can cultivate viewers the best ways of starting up own business and brings the latest ideas and opportunities for people wanting to be entrepreneurs. This heavy viewership of TV and any other media cultivates attitudes within its viewers. Whether it is good or bad, correct or incorrect, it is still open to discussion and it will always end up on the question of to what extent reality shapes media and vice versa. Cultivation theory is really essential in studying media and its effect on the society. As a multimedia student, we should be able to control and manipulate the messages we are trying to send through our art and design.

References:
Cultivation Theory: How Violence Might Affect Us. Retrieved from https://masscommtheory.com

We’re Ugly. Who’s to Blame? Pinoy Mass Media in Conveying Notions and Concepts of Beauty Retrieved from https://ashgenete.wordpress.com