Links To Other Research
In their article titled “The State of Cultivation”, Michael Morgan and James Shanahan argue “that cultivation has taken on certain paradigmatic qualities” and that they “consider the future prospects for cultivation research in the context of the changing media environment” What this means is that Morgan and Shanahan join in the conversation that this Cultivation Theory has started to take on a new form, which is starting to shift the way scholars view media affects on the general public. Morgan and Shanahan claim that the concept of cultivation is “vibrant, thriving, and branching off into areas Gerbner could not have imagined.”
Cultivation theory has influenced various other fields of research, making it a heuristic theory.
- Schroeder (2005) used the elaboration likelihood model to try to determine whether cultivation was better explained cognitively by an active learning/construction model or an availability heuristic model.
- Salmi et al. (2007) examined cultivation with reference to social capital.
- Diefenbach and West (2007) drew upon the third-person effect in their analysis of the relationship between amount of television viewing and attitudes toward mental health.
- Reimer and Rosengren (1990) examined the viewing of entertainment programming and its impact on materialistic values.
- Minnebo and Eggermont (2007) examined whether heavy television viewing contributes to negative perceptions of young people's behavior with regard to substance use.
- Carveth and Alexander (1985) examined gender stereotyping and find that heavy viewing of television can create a distorted picture of social reality.
These are only a few highlights of what scholars have done with the research of Gerbner. His work has penetrated into other fields of study and has furthered research beyond what Gerbner could have expected.
Read more about this topic: Cultivation Theory
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