传播学第十二章第三节：培养理论

电视中的比 率为20%
优势人群 尊重和模仿 的对象
电视中不足 2%，被丑化： 顽固、保守、 迟钝、消极。
与媒介环境的 评价类似。处 于被排斥的地 位。
早在 1912 年 ,专家就发现 ,好莱坞电影所到之处 ,对 美国其它商品的需求也会增加。譬如 ,一部关于美国工 厂状况的好莱坞电影在爪哇放映 ,促使美国缝纫机销售 在爪哇市场大获全胜。
Tradition dominated in primitive societies Mass media did not exist The educational institution ensures the transmission of traditions Personal experiences were interpreted according to traditions
Not At all
Light
A Heavy
Media Consumption
Media and perception of reality
Assumptions of cultivation effects Media use is habitual and non-selective The audience is unsuspecting – suspension of disbelief Different media products portray more or less the same reality – there is a dominant picture of reality offered by the media
Heavy
Media Consumption
知识链接
1967-1978的美国
客观环境 媒介环境 主观环境
美国人一周卷入 律师法官占 60岁以上的老 暴力事件的概率 人口的1% 人11% 1%以下
1548部电视剧中 暴力内容80%， 每部暴力场面5次 左右。人物与暴 力有关的60%
卷入暴力概率调 查显示为10%以 上，与电视接触 率成正比。
大众传播的潜移默化的效果 ——培养理论
(cultivation analysis)
文化传播学院 王群英
人与现实的关系
客观现实（客观环境）——实际存在 现实 象征性现实（媒介环境、信息环境或拟态环
境）——主要由大众媒体有选择地提供 主观现实（主观环境）——人们头脑中的世 界——行为的依据
Media and perception of reality
•Resonance :
"is another concept proposed to explain differential cultivation effects across groups of viewers. The concept suggests that the effects of television viewing will be particularly pronounced for individuals who have had related experience in real life. That is for a recent mugging victim or someone who lives in a high crime neighborhood, the portrayal of violence on television will resonate and be particularly influential" (Miller, 2005, 286).
The theory of cultivation The media – both news and entertainment – cultivate conventional beliefs about the world Construct basic assumptions about the broad “facts of life” rather than specific attitudes & opinions
Mediated knowledge dominates in modern societies Traditions are weak in modern societies Personal experiences are interpreted with mediated knowledge
Media and perception of reality
Two kinds of cultivation effects
1) Mainstreaming
Are Mainlanders dangerous?
Very
friends
B
Have personal in Mainland? A = yes B = no
•Mainstreaming :
"means that television ຫໍສະໝຸດ Baiduiewing may absorb or override differences in perspective and behavior that stem from other social, cultural, and demographic influences. It represents the homogenization of divergent views and a convergence of disparate viewers (p. 31)" (Miller, 2005, 286).
Media and perception of reality
2) Resonance effects
Are Mainlanders dangerous? Very
A
Having things stolen in Mainland? A = yes B = no
Not At all
B Light