Mass Media Theories: Uses & Gratifications and Cultivation Analysis

How Powerful are Mass Media?

Uses and Gratifications Theory

• "Uses & Grats" Theory

  • Focuses on how people use media to gratify their needs.
  • Related to Maslow’s Hierarchy of Needs.
  • Gabbit Media: Falls under the scope of Uses & Gratifications Theory.

• USES & GRATS THEORY

  • Addresses the question: “What do we do with media?”

Cultivation Analysis Theory

• CULTIVATION ANALYSIS THEORY

  • Addresses the question: “What do media do to us?”

• Cultural (Violence) Index Project

  • Conducted by Gerbner and Gross (1973).
  • Observed that “Most people watch television . . . religiously.”
  • Studied TV programming through content analysis.
  • Investigated the correlation between violence on TV and violence in society.
  • Initial conclusion: Violent media viewing has no direct impact on violence in society.
    • Watching violent media does not inherently make viewers more violent.

• Cultivation Analysis Theory

  • Involves conducting content analyses of TV to identify recurring and consistent images, themes, values, and portrayals.
  • Surveys viewers about their perceptions of social reality.
    • Example question: “In any given week, what are the chances that you will be involved in some kind of violence? About 1 in 10 or about 1 in 100?”
  • Collects data on the level of TV consumption among viewers.
  • Compares perceptions of light vs. heavy viewers.

• The Mean World Syndrome

  • The Mean World Index consists of a series of three statements:
    • “Most people are just looking out for themselves.”
    • “You can’t be too careful in dealing with people.”
    • “Most people would take advantage of you if they got the chance.”
  • Heavy viewers are more likely to perceive the world as a meaner place.
    • They held a “mainstreamed” perception.
    • They overestimated the actual amount of violent crime.
    • They predicted that about 1 in 10 will be a victim of violence.

• Mainstreaming

  • Occurs when television's symbols dominate other sources of information and ideas about the world.
  • Views become more similar to television’s reality than to any measurable, objective external reality.
    • Heavy TV viewers perceive the world as more dangerous.

• Resonance

  • Occurs when things on television are consistent with viewers’ actual everyday realities.

• Desensitization & Acceleration

• Dr. George Gerbner, Founder of Cultivation Theory