Tuesday 6 March 2007

"Mean World" Syndrome>Cultivation theory
The "Mean World" Syndrome is one of the main effects of the Cultivation Theory. This occurs when heavy viewers see the world as a much nastier place than do light viewers. This, theorists attribute to the fact that television depicts the world as a mean and violent place and therefore, heavy viewers are overly frightened and too cautious of the real world (Phillips). Gerbner believes this may have something to do with America's policy on capital punishment (Stossel).

"The Double Dose Effect"
-Proponents of the Cultivation Theory attempt to show how television cultivates a homogenous outlook on life, revealing a lack of diversity among heavy viewers. The idea is that heavy viewing, regardless of viewer demographic, creates an assumption in the viewer, that violence is more prevalent than it actually is. Gerbner and other theorists would argue that heavy viewers of violent television come to the assumption that violence is higher in the everyday world, and that one's exposure to this constant imagery blends with their everyday experiences reguardless of viewer demographic. This we refer to as the mainstreaming mechanism (Kenny).
-Another twist at the theory occurs when the viewers' everyday experiences parallel and are consistent with theose they view on television. Here, the cultivation effect is accelerated when viewers amplify their real-life experience by what the view on television. Theorists would argue that the crime "resonates" with them and that they are susceptible to a "double dose" effect where cultivation increases (Pierce). Thus, from this type of symbolic portrayal occuring on television, viewers tend to replay real-experiences over in their minds . In turn, real-life incidents will be reinforced by their viewing experience.

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