What Is Cultivation Theory in Media Psychology?

Table of ContentsView AllTable of ContentsHistoryAdditionsEvidenceCriticisms

Table of ContentsView All

View All

Table of Contents

History

Additions

Evidence

Criticisms

Close

At a Glance

This article discusses the history of cultivation theory, new concepts that have been introduced to the theory, and criticisms of the theory.

History of Cultivation Theory

In the 1960s, Gerbner developed cultivation theory in response to media research that looked at the short-term effects of exposure to a single piece of media at one point in time.

According to cultivation theory, the consistency of these messages influences the public’s shared understanding of the real world.

Additions to Cultivation Theory

As interest in cultivation theory took off, Gerbner and colleagues introduced new concepts that provided additional context to its original explanation of media influence. In particular, they contributed to the ideas of mainstreaming and resonance.

Social Media

During the COVID-19 pandemic, scholars have also seen firsthand how social media and cultivation theory were connected. Social media played a significant role in the dissemination of information—and misinformation—about COVID and shaped what people believed.

Scholars are also investigating how other popular types of media such asvideo gamesand mobile apps cultivate users' perceptions of reality.

Another study found that users who browse Instagram’s public content hold biased views about strangers' physical appearance and show more disordered eating.

Evidence for Cultivation Theory

Criticism of Cultivation Theory

While cultivation theory remains a popular framework for media research, it has also been criticized.

Cultivation Theory Treats Viewers as Passive Consumers

One reason some media scholars question cultivation theory is that it treats viewers as passive.Gerbner’s focus was on the messages thattelevisionconveys, and he used that basis to make assumptions about the way viewers respond to the messages instead of investigating their actual behavior.

While the criticism is valid, research evidence for cultivation theory shows that mass media messages generally influence consumers despite Gerbner’s oversight.

Cultivation Theory Does Not Consider How Different Genres Effect Viewers

Summary

20 SourcesVerywell Mind uses only high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read oureditorial processto learn more about how we fact-check and keep our content accurate, reliable, and trustworthy.Römer D, Jamieson PE, Amy Bleakley and, Kathleen Hall Jamieson.Cultivation Theory. Published online March 28, 2014:115-136. doi:10.1002/9781118591178.ch7Morgan M, Shanahan J, Signorielli N.Cultivation Theory: Idea, Topical Fields, and Methodology.The International Encyclopedia of Media Effects. Published online March 8, 2017:1-14. doi:1002/9781118783764.wbieme0039Potter WJ.Media Effects. SAGE Publications; 2012.Gerbner G.Toward “Cultural Indicators”: The analysis of mass mediated public message systems.Av Commun Rev. 1969;17(2):137-148. doi:10.1007/bf02769102Shrum LJ.Cultivation Theory: Effects and Underlying Processes.The International Encyclopedia of Media Effects. 2017:1-12. doi:10.1002/9781118783764.wbieme0040Hubbard K.Outside of Sleeping, Americans Spend Most of Their Time Watching Television.U.S. News & World Report. Published July 22, 2021.Gerbner G.Cultivation Analysis: An Overview.Mass Communication and Society. 1998;1(3-4):175-194. doi:10.1080/15205436.1998.9677855Gerbner G, Gross L, Morgan M, Signorielli N.The “Mainstreaming” of America: Violence Profile No. 11.Journal of Communication. 1980;30(3):10-29. doi:10.1111/j.1460-2466.1980.tb01987.xMosharafa E.All You Need to Know About: The Cultivation Theory. Vol 15.; 2015.Nevzat R.Reviving Cultivation Theory for Social Media.ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2018: Official Conference Proceedings. Published online October 12, 2018:-.Jin Y.Social media, misinformation, and cultivation of informational mistrust: Cultivating Covid-19 mistrust- Yong Jin Park, Jae Eun Chung, Jeong Nam Kim, 2022. Journalism. Published 2022.Morgan M, Shanahan J, Signorielli N.Cultivation Theory in the Twenty‐First Century. Published online March 28, 2014:480-497. doi:10.1002/9781118591178.ch26Miller B, Behm-Morawitz E.Investigating the cultivation of masculinity and body self-attitudes for users of mobile dating apps for men who have sex with men.Psychology of Men & Masculinities. 2020;21(2):266-277. doi:10.1037/men0000221Stein JP, Krause E, Ohler P.Every (Insta)Gram counts? Applying cultivation theory to explore the effects of Instagram on young users’ body image.Psychology of Popular Media. 2021;10(1):87-97. doi:10.1037/ppm0000268Weiss J.The Cultivation Theory and Reality Television: An Old Theory With a Modern Twist. ScholarWorks@Arcadia. 2020.Hetsroni A, Tukachinsky RH.Television-World Estimates, Real-World Estimates, and Television Viewing: A New Scheme for Cultivation.Journal of Communication. 2006;56(1):133-156. doi:10.1111/j.1460-2466.2006.00007.xGreen JR.The #metoo movement and cultivation theory: a quantitative research communication study. Wichita State University. 2019.Shrum LJ.Cultivation theory: effects and underling processes.The International Encyclopedia of Media Effects. Published online March 8, 2017:1-12. doi:10.1002/9781118783764.wbieme0040Giles D.Psychology of the Media. Palgrave Macmillan; 2010.Morgan M, Shanahan J.The state of cultivation.Journal of Broadcasting & Electronic Media. 2010;54(2):337-355. doi:10.1080/08838151003735018

20 Sources

Verywell Mind uses only high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read oureditorial processto learn more about how we fact-check and keep our content accurate, reliable, and trustworthy.Römer D, Jamieson PE, Amy Bleakley and, Kathleen Hall Jamieson.Cultivation Theory. Published online March 28, 2014:115-136. doi:10.1002/9781118591178.ch7Morgan M, Shanahan J, Signorielli N.Cultivation Theory: Idea, Topical Fields, and Methodology.The International Encyclopedia of Media Effects. Published online March 8, 2017:1-14. doi:1002/9781118783764.wbieme0039Potter WJ.Media Effects. SAGE Publications; 2012.Gerbner G.Toward “Cultural Indicators”: The analysis of mass mediated public message systems.Av Commun Rev. 1969;17(2):137-148. doi:10.1007/bf02769102Shrum LJ.Cultivation Theory: Effects and Underlying Processes.The International Encyclopedia of Media Effects. 2017:1-12. doi:10.1002/9781118783764.wbieme0040Hubbard K.Outside of Sleeping, Americans Spend Most of Their Time Watching Television.U.S. News & World Report. Published July 22, 2021.Gerbner G.Cultivation Analysis: An Overview.Mass Communication and Society. 1998;1(3-4):175-194. doi:10.1080/15205436.1998.9677855Gerbner G, Gross L, Morgan M, Signorielli N.The “Mainstreaming” of America: Violence Profile No. 11.Journal of Communication. 1980;30(3):10-29. doi:10.1111/j.1460-2466.1980.tb01987.xMosharafa E.All You Need to Know About: The Cultivation Theory. Vol 15.; 2015.Nevzat R.Reviving Cultivation Theory for Social Media.ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2018: Official Conference Proceedings. Published online October 12, 2018:-.Jin Y.Social media, misinformation, and cultivation of informational mistrust: Cultivating Covid-19 mistrust- Yong Jin Park, Jae Eun Chung, Jeong Nam Kim, 2022. Journalism. Published 2022.Morgan M, Shanahan J, Signorielli N.Cultivation Theory in the Twenty‐First Century. Published online March 28, 2014:480-497. doi:10.1002/9781118591178.ch26Miller B, Behm-Morawitz E.Investigating the cultivation of masculinity and body self-attitudes for users of mobile dating apps for men who have sex with men.Psychology of Men & Masculinities. 2020;21(2):266-277. doi:10.1037/men0000221Stein JP, Krause E, Ohler P.Every (Insta)Gram counts? Applying cultivation theory to explore the effects of Instagram on young users’ body image.Psychology of Popular Media. 2021;10(1):87-97. doi:10.1037/ppm0000268Weiss J.The Cultivation Theory and Reality Television: An Old Theory With a Modern Twist. ScholarWorks@Arcadia. 2020.Hetsroni A, Tukachinsky RH.Television-World Estimates, Real-World Estimates, and Television Viewing: A New Scheme for Cultivation.Journal of Communication. 2006;56(1):133-156. doi:10.1111/j.1460-2466.2006.00007.xGreen JR.The #metoo movement and cultivation theory: a quantitative research communication study. Wichita State University. 2019.Shrum LJ.Cultivation theory: effects and underling processes.The International Encyclopedia of Media Effects. Published online March 8, 2017:1-12. doi:10.1002/9781118783764.wbieme0040Giles D.Psychology of the Media. Palgrave Macmillan; 2010.Morgan M, Shanahan J.The state of cultivation.Journal of Broadcasting & Electronic Media. 2010;54(2):337-355. doi:10.1080/08838151003735018

Verywell Mind uses only high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read oureditorial processto learn more about how we fact-check and keep our content accurate, reliable, and trustworthy.

Römer D, Jamieson PE, Amy Bleakley and, Kathleen Hall Jamieson.Cultivation Theory. Published online March 28, 2014:115-136. doi:10.1002/9781118591178.ch7Morgan M, Shanahan J, Signorielli N.Cultivation Theory: Idea, Topical Fields, and Methodology.The International Encyclopedia of Media Effects. Published online March 8, 2017:1-14. doi:1002/9781118783764.wbieme0039Potter WJ.Media Effects. SAGE Publications; 2012.Gerbner G.Toward “Cultural Indicators”: The analysis of mass mediated public message systems.Av Commun Rev. 1969;17(2):137-148. doi:10.1007/bf02769102Shrum LJ.Cultivation Theory: Effects and Underlying Processes.The International Encyclopedia of Media Effects. 2017:1-12. doi:10.1002/9781118783764.wbieme0040Hubbard K.Outside of Sleeping, Americans Spend Most of Their Time Watching Television.U.S. News & World Report. Published July 22, 2021.Gerbner G.Cultivation Analysis: An Overview.Mass Communication and Society. 1998;1(3-4):175-194. doi:10.1080/15205436.1998.9677855Gerbner G, Gross L, Morgan M, Signorielli N.The “Mainstreaming” of America: Violence Profile No. 11.Journal of Communication. 1980;30(3):10-29. doi:10.1111/j.1460-2466.1980.tb01987.xMosharafa E.All You Need to Know About: The Cultivation Theory. Vol 15.; 2015.Nevzat R.Reviving Cultivation Theory for Social Media.ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2018: Official Conference Proceedings. Published online October 12, 2018:-.Jin Y.Social media, misinformation, and cultivation of informational mistrust: Cultivating Covid-19 mistrust- Yong Jin Park, Jae Eun Chung, Jeong Nam Kim, 2022. Journalism. Published 2022.Morgan M, Shanahan J, Signorielli N.Cultivation Theory in the Twenty‐First Century. Published online March 28, 2014:480-497. doi:10.1002/9781118591178.ch26Miller B, Behm-Morawitz E.Investigating the cultivation of masculinity and body self-attitudes for users of mobile dating apps for men who have sex with men.Psychology of Men & Masculinities. 2020;21(2):266-277. doi:10.1037/men0000221Stein JP, Krause E, Ohler P.Every (Insta)Gram counts? Applying cultivation theory to explore the effects of Instagram on young users’ body image.Psychology of Popular Media. 2021;10(1):87-97. doi:10.1037/ppm0000268Weiss J.The Cultivation Theory and Reality Television: An Old Theory With a Modern Twist. ScholarWorks@Arcadia. 2020.Hetsroni A, Tukachinsky RH.Television-World Estimates, Real-World Estimates, and Television Viewing: A New Scheme for Cultivation.Journal of Communication. 2006;56(1):133-156. doi:10.1111/j.1460-2466.2006.00007.xGreen JR.The #metoo movement and cultivation theory: a quantitative research communication study. Wichita State University. 2019.Shrum LJ.Cultivation theory: effects and underling processes.The International Encyclopedia of Media Effects. Published online March 8, 2017:1-12. doi:10.1002/9781118783764.wbieme0040Giles D.Psychology of the Media. Palgrave Macmillan; 2010.Morgan M, Shanahan J.The state of cultivation.Journal of Broadcasting & Electronic Media. 2010;54(2):337-355. doi:10.1080/08838151003735018

Römer D, Jamieson PE, Amy Bleakley and, Kathleen Hall Jamieson.Cultivation Theory. Published online March 28, 2014:115-136. doi:10.1002/9781118591178.ch7

Morgan M, Shanahan J, Signorielli N.Cultivation Theory: Idea, Topical Fields, and Methodology.The International Encyclopedia of Media Effects. Published online March 8, 2017:1-14. doi:1002/9781118783764.wbieme0039

Potter WJ.Media Effects. SAGE Publications; 2012.

Gerbner G.Toward “Cultural Indicators”: The analysis of mass mediated public message systems.Av Commun Rev. 1969;17(2):137-148. doi:10.1007/bf02769102

Shrum LJ.Cultivation Theory: Effects and Underlying Processes.The International Encyclopedia of Media Effects. 2017:1-12. doi:10.1002/9781118783764.wbieme0040

Hubbard K.Outside of Sleeping, Americans Spend Most of Their Time Watching Television.U.S. News & World Report. Published July 22, 2021.

Gerbner G.Cultivation Analysis: An Overview.Mass Communication and Society. 1998;1(3-4):175-194. doi:10.1080/15205436.1998.9677855

Gerbner G, Gross L, Morgan M, Signorielli N.The “Mainstreaming” of America: Violence Profile No. 11.Journal of Communication. 1980;30(3):10-29. doi:10.1111/j.1460-2466.1980.tb01987.x

Mosharafa E.All You Need to Know About: The Cultivation Theory. Vol 15.; 2015.

Nevzat R.Reviving Cultivation Theory for Social Media.ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2018: Official Conference Proceedings. Published online October 12, 2018:-.

Jin Y.Social media, misinformation, and cultivation of informational mistrust: Cultivating Covid-19 mistrust- Yong Jin Park, Jae Eun Chung, Jeong Nam Kim, 2022. Journalism. Published 2022.

Morgan M, Shanahan J, Signorielli N.Cultivation Theory in the Twenty‐First Century. Published online March 28, 2014:480-497. doi:10.1002/9781118591178.ch26

Miller B, Behm-Morawitz E.Investigating the cultivation of masculinity and body self-attitudes for users of mobile dating apps for men who have sex with men.Psychology of Men & Masculinities. 2020;21(2):266-277. doi:10.1037/men0000221

Stein JP, Krause E, Ohler P.Every (Insta)Gram counts? Applying cultivation theory to explore the effects of Instagram on young users’ body image.Psychology of Popular Media. 2021;10(1):87-97. doi:10.1037/ppm0000268

Weiss J.The Cultivation Theory and Reality Television: An Old Theory With a Modern Twist. ScholarWorks@Arcadia. 2020.

Hetsroni A, Tukachinsky RH.Television-World Estimates, Real-World Estimates, and Television Viewing: A New Scheme for Cultivation.Journal of Communication. 2006;56(1):133-156. doi:10.1111/j.1460-2466.2006.00007.x

Green JR.The #metoo movement and cultivation theory: a quantitative research communication study. Wichita State University. 2019.

Shrum LJ.Cultivation theory: effects and underling processes.The International Encyclopedia of Media Effects. Published online March 8, 2017:1-12. doi:10.1002/9781118783764.wbieme0040

Giles D.Psychology of the Media. Palgrave Macmillan; 2010.

Morgan M, Shanahan J.The state of cultivation.Journal of Broadcasting & Electronic Media. 2010;54(2):337-355. doi:10.1080/08838151003735018

Meet Our Review Board

Share Feedback

Was this page helpful?Thanks for your feedback!What is your feedback?HelpfulReport an ErrorOtherSubmit

Was this page helpful?

Thanks for your feedback!

What is your feedback?HelpfulReport an ErrorOtherSubmit

What is your feedback?