CULTIVATION THEORY
Abstrak: The idea of
Cultivation Theory was first addressed by George Gerbner with his colleagues of
Annenberg School of Communication, Pennsylvania (1969). Based on previous
research about cultural indicators conducted by the same researcher,
cultivation analysis focused on mass media impact on everyday life. Another
important findings from cultivation analysis was the categorization of
television audience to two different classes: heavy viewers and light viewers.
Among those two, heavy viewer became the main concern of communication
scholars. It was believed that heavy viewing of television behavior permanently
would lead to deep and exaggerated belief toward symbolic realities as
presented on the screen.
Penulis: Asep Saefudin, Antar
Venus
Kode Jurnal: jpkomunikasidd070026
