Cultivation theory (original one and a broader look) and case studies of both. This slide includes reference list (reliable sources)

1. Students: Hoang Thanh Ha – s3446504 &
Nguyen Tra My – s3462940
Lecture: Nguyen Thi Hong Phuong
Date: 17 July 2014
Cultivation theory

2. Warm-up activity
Where is this?
Write 2 adj describe Paris.
How do you know?

3. Outline
1. Historical background
2. Original cultivation theory
3. Case study: the violence on TV
4. Broader view: Body image
5. Case study: Victoria Secret Show
6. Discussion
7. Conclusion
8. Reference list

4. Background
 History of TV
 1831: the era of electronic communication
 1950s: television became a way of life in US
 1992: 900 million television sets in use around the
world
(Bell and Gray, 2010)

5. Original cultivation theory
• Proposed by Professor
George Gerbner & Larry
Gross of the university of
Pennsylnavia in 1970s
• Definition: “Cultivation
theory is the study
examines the long-term
effects of television”
(James Shanahan & Michael
Morgan 1999)

6. Original cultivation theory
Categorized Television Viewers
Heavy viewers saw the world as more dangerous than light
viewers
(James Shanahan & Michael Morgan 1999)

7. Original cultivation theory
 Bystander effect
 Aggressor effect
 Victim effect
The major effects of heavy
viewers:
(Encyclopedia of Children,
Adolescents, and the Media 2007)

8. Case Study

9. A Broader Look of Cultivation Theory
 “The images in advertising and programming
effects human perception about body image.”
(Myer et.al, 1992)
Changing standard

10. The relation of cultivation and body image
 The idea of body image on TV
- Contribute to body knowledge
- Create the model of “ perfect body”
Change human perception visually
(Belden,2010)

11. The relation of cultivation and body
image
 E.g: A survey named Body Confidence in UK(
2010)
- Participant: 810 young people from 18 to 25 (>4
hr watching TV)
Reproduce from YMCA group (2010)

12. Cultivation changes beauty standard
 A new way to evaluate ‘Beauty’
E.g: + The thin idea
+ The sexy iconic
 The differences from beauty standard in the past
(Serdar, 2008)

13. Case Study: Victoria Secret
Show
 Key message: Enhances woman’s nature beauty
 Concept: A show case of woman with luxury
lingerie
 Key visual: Sexy Vitoria Secret’s Angels
( Victoria Secret official website, n.d)
 Rating: 9,71 million viewers (only in CBS)
( Faughnder 2013)

14. Victoria Secret Show effects
 After watching VSs 2010
-53% of women (30-40) is unhappy with their body
- 78% young adult (18-25) want to look like models
(Utt, 2011)
 Psychological construct and physical changes
- Low Carb
- Gym and fitness
- Cosmetic surgery
 Wrong way applying model’s diets
- E.g: + Adriana Lima back to stage after 2 months birth giving
+ Miranda Kerr with shocked diets
Effect human behavior and body image
(Kay, n.d)

15. Discussion
 Key learning
- The huge influence of TV/ mass media
- Negative messages and
misunderstanding
 Vietnam context:
- Peer pressure and mass media
- Perception and physical changing

16. Conclusion
 History of TV
 Original cultivation theory: Violence
effects
 A Broader look of theory: Body
Image

17. References
 Bell, E. and Gray, A. (2010). Televising history. 1st ed. Basingstoke
[U.K.]: Palgrave Macmillan.
 Encyclopedia of Children, Adolescents, and the Media. (2007).
Sage Publications.
 Jamie, U. (2011). Profitable Objectification: The Victoria's Secret
Fashion Show. [online] Change From Within. Available at:
http://changefromwithin.org/2011/12/01/profitable-objectification/
[Accessed 16 Jul. 2014].
 Kasey L, S. (2014). Westminster College: a private comprehensive
liberal arts college in Salt Lake City, UT, offering undergraduate and
graduate degrees in liberal arts and professional programs,
including business, nursing, education and communication.. [online]
Westminstercollege.edu.
http://www.westminstercollege.edu/myriad/index.cfm?parent=...&de
tail=4475&content=4795 [Accessed 16 Jul. 2014].
 Myers, P. (2014). [online] Shareok.org. Available at:
https://shareok.org/bitstream/handle/11244/6933/Department%20of

18. References
 Myers, P. and Biocca, F. (1992). The elastic body image: The
effect of television advertising and programming on body image
distortions in young women. Journal of communication, 42(3),
pp.108--133.
 Nguyen, T 2012, “Hỏng mắt do súng đồ chơi”, Gia Dinh Online
Newspaper, viewed 16 July 2014, <http://giadinh.net.vn/suc-
khoe/hong-mat-do-sung-do-choi-20121015103646300.htm>
 Rhiannon, K. (2014). Body Image Issues and Victoria’s Secret
Angels. Our Home Town. [online] Available at:
http://www.ourhometown.ca/lifestyle/RK0010.php [Accessed 16
Jul. 2014].
 Ryan, F. (2013). TV ratings: 'Victoria's Secret Fashion Show'
wins; 'SHIELD' hits low. Los Angeles Times. [online] Available at:
http://TV ratings: 'Victoria's Secret Fashion Show' wins; 'SHIELD'
hits low [Accessed 16 Jul. 2014].
 Shanahan, J. and Morgan, M. (1999). Television and the
mainstream. 1st ed. New York: Cambridge University Press.