Cultivation Analysis

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Abstract
Cultivation analysis is the study of the relationship between how things are portrayed on television and how we see the real world. It is a component of a long-standing project called “Cultural Indicators,” developed by George Gerbner in the 1960s as a framework for analyzing media messages and their cultural consequences. The original research found that heavy viewers of television were more likely to see the world as a mean, violent, and mistrustful place. Research since then has explored relationships in areas such as sex roles, racial issues, political attitudes, nutrition, and science—among many others. In addition, research has explored the cognitive processes that explain how television’s images are used in the making of judgments about the world. Cultivation analysis is one of the most-cited approaches within communication research and continues to evolve to meet new methodological and theoretical challenges.

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