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
womans nature beauty Concept: A show case of woman with luxury
lingerie Key visual: Sexy Vitoria Secrets 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 models 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, Hng mt do sng chi, Gia Dinh
Online Newspaper, viewed 16 July 2014, Rhiannon, K. (2014). Body
Image Issues and Victorias 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.