Cultivation Research Basics

Assignment

Basic assumptions of cultivation research

The basic assumption of cultivation research is that direct exposure to television viewing influences the values,
beliefs, opinions, behaviours and even lifestyle choices made by the audiences.

Which purpose does cultivation research pursue?

On the basis of the aforementioned assumption, the effect that media has on its audience is studied by
comparing their perception of social reality before and after exposure.

Explain, which precondition is needed to use cultivation analysis.

In order to make pre and post-exposure comparison, the subject is required to have had exposure to television
content. The subject may be a light, moderate or heavy user but should have observations and opinions about
life, living and the society.

Which hypothesis is focal for cultivation research?

Repeated exposure to television content alters the audience perception of the world around them. Hence, the
hypothesis is that heavy users of television tend to understand their social reality in the way they view it on
television as opposed to light users.

Which research method is generally used for cultivation research and which aspect is decisive for this
kind of research?

Widely used research methods for cultivation research include large scale surveys and secondary analysis.
Surveys comprise of questionnaires that involve questions that attempt to collect information about what the
subject has learnt from television viewing. Secondary analysis studies the content that television produces
targeting various sample groups.

Describe the 3-pronged research strategy of cultural indicators.

- Institutional Process Analysis identifies the manner in which media messages are selected, created and
distributed.
- Message System Analysis investigates how these media messages have been chosen and the constraints in
doing so.
- Cultivation Analysis studies the changes in audience perception of social reality as a result of exposure to
television content.

Describe three findings analysed by cultivation research.

- Existence of the Mean World Syndrome where heavy users of television believe the world to be a meaner
place than it is in reality.
- Proof that persistent and repetitive exposure to television content can alter a heavy user’s perception of reality.
- Heavy users of television tend to have preconceived opinions about inconclusive topics as a result of media
cultivation.

To what extend could cultivation analysis used internationally?

Cultivation analysis can conveniently be used on an international scale. Television usage is globally prevalent.
Sophisticated technology allows for gathering reliable data on television consumption. The significance of
applying cultivation analysis internationally is the difference in media systems that vary from country to country
based on distinctions in historical, political and economic contexts. Comparative research can be conducted with
the help of such studies.