Debate Over Genre- and Program-specific "cultivation"
"What is at question is whether such genre-specific effects should be called "cultivation". Moreover, to focus on superficial distinctions among genres risks losing sight of what different types of programs have in common, which cultivation emphasizes. Still, one distinctive aspect of recent cultivation work has been a tendency to examine exposure to specific genres. Whether or not such studies should be called cultivation does not seem to be an issue for most researchers; as a practical matter, numerous scholars are pursuing studies of exposure to genres (and even to specific single programs) under the rubric of cultivation." " Recent studies have examined so-called "cultivation" effects of prolonged exposure to particular television genres (e.g., reality television) or specific programs within a genre (MTV's 16 and Pregnant) (see Morgan & Shanahan, 2010). These studies are inconsistent with Gerbner's original conceptual definition of cultivation, which refers to gradual, long-term exposure to all types of programs, not simply exposure to one type of programming or one specific show. Nonetheless, as the number of television channels continues to increase, and as media becomes fragmented via the Internet, genre- and program- specific cultivation studies are predicted to become more abundant.
Read more about this topic: Cultivation Theory
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