Content Analysis on Prime Time Television Using Cultivation Theory - Research Paper Example

Content Analysis on Prime Time Television Using Cultivation Theory Content Analysis on Prime Time Television Using Cultivation Theory INTRODUCTION The effect of media on society has always been a subject of important interest to many. Television, one of media’s most dominant proponents, has become indispensible in this age of modern society. Many studies have focused on delving and understanding the effects and the influence it holds over its viewers and, consequently, the society. As is stated in the Cultivation Theory, “The more a person is exposed to a message provided by the media, the more likely that person is to believe the message is real” (Cohen, 2000). But the effects and the messages conveyed by the television are not limited to violence, as was the only focus of the study of Gerbner, rather, it also depicts and sends messages regarding gender stereotypes, racial stereotypes, and sexual activity, among others, that also needs to be put into consideration as to how this affects the society. With this in mind, this paper tries to analyze the television programs that are being aired on prime time television channels and whether they carry such messages. The author focuses on the FOX broadcast station and its series of programs aired in the evenings of the 7th and 8th days of April of 2012. DESCRIPTION OF THE TOPIC (CULTIVATION THEORY) Cultivation Theory was developed by George Gerbner and Larry Gross based on their research in order to identify and understand the effects of television to its viewers. They focused more on the culture of violence that is evidently and explicitly embedded in television programs and on how this message is inculcated in its audience, thus affecting their societal behavior and disposition. Gerbner and Gross also correlated that as the exposure to such programs increases or becomes a constant factor on the daily lives of people, they tend to develop and adopt the same notion of thinking that, indeed, the world is full of violence. Cultivation theory remains to be one of the most popular theories in mass communication phenomena and is an essential theory in understanding behavioral (Bryant, 2004). In the Saturday program, FOX aired two episodes of Cops and an episode of Bones. The plot of these TV shows clearly depicts violation of criminal law and grave offenses against society. The former is an action-packed documentary and reality show that revolves around what transpires in the line of duty of law enforcement agencies from various areas and departments of United States, while the latter is a fictional series about a team of forensic investigators who solve crime mysteries by analyzing, examining human remains, and determining the cost of death of the victims. While these shows can be easily concluded, and rightly so as to having themes of heavy violence, they also portray other messages as well. For one, in the two episodes of Cops, it depicted the drug culture in the United States. In the first episode, they arrested a couple who were caught red-handed in possession of drug paraphernalia and who were most likely also trafficking and using illegal substance. On the other episode, the camera crew follows as a police officer backs up another officer as he tails a car that just left a positively identified drug house. These events caught on firm portray that drug activity in the United States is extensive and rampant. Although the officers did manage to bust the perpetrators, it must be noteworthy that these were only the small fry and the “foot soldiers” on the larger picture of the drug trade in America. Although the episodes may be viewed in a positive light, since at least they apprehended the suspects, it also sends a message that illegal substances are and can be easily obtained in a local community since the offenders were like any other civilians in society blending. While the arrests are commendable, a more positive message could be conveyed if the larger scale of operations were the ones being busted by the police, since arresting mere pawns will only do so much as merely scratch the surface of the drug trade. Secondly, on another episode, it followed two undercover cops and how they tracked and arrested two pimps and a prostitute in their operation. In this case, television programs don’t shy away from showing topics related to sex and prostitution. Although the program clearly promotes upholding the law and showcasing acts that should not be tolerated in society and should be corrected, it may be unintentional but it also depicts that prostitution dens are present and its operations are versatile, thus making them elusive to capture. It is also worth mentioning that although it was not blatantly implied nor highlighted, cultural subgroups in America are often featured in these cases as the perpetrators of the offenses. This casts a bad light on the racial subgroups, thus creating stereotype and racial boundaries and also developing rifts between the society and these subcultures. On the second night of viewing of the author, the broadcast network showcased cartoon shows that imitate the American Family such as The Simpsons, Bob’s Burgers, Family Guy, and American Dad. These comic reliefs, as entertaining and hilarious as they might be, are rife with gender, racial, and sexual jokes. They present the modern American family in a humorous and seldom exaggerated manner to highlight its inherent flaws of ideology and thinking. APPLICATION It is no secret that reality television is one of the most popular type and genre of show that is circulating the television media. Viewers are entertained to see how a character lives up to how they first perceive him to be. Gender and racial stereotypes cannot be done away in these reality shows, but instead it only helps promote it. For the Cops episodes, racial prejudices might develop since although Americans in general are the ones being arrested, their racial orientation is highlighted. Like how Blacks and Latinos are often associated with drugs and violence, and crimes in general, and how “foreign”-looking girls are the ones engaged in prostitution; these circumstances alleviate and stereotype these races for the general public. By following the Cultivation Theory, the indulgence of the audience in the shows aforementioned and the negative messages it conveys will only mean that such messages can and will also manifest on the audience. This has been a widely publicized controversy, especially with the animated sitcoms wherein their satirical formula of jokes sometimes border and even, in some cases, cross the line of distasteful and offensive. With the television being an easily accessible commodity, and limiting and monitoring the viewing is very hard, the more mature viewers are worried as to how these particular shows could impact the children and teenagers. These societal age groups are the most prone to absorbing and inculcating the negative messages that are portrayed since they have yet to develop their moral standards of what is right or wrong, or their concepts on what is acceptable behavior and what is tolerable and what should not be followed. INSIGHTS In indulging in the theory of cultivation, one will realize that although it obviously has negative repercussions, this is the driving force of television networks because this is the idea that sells. As harsh as it may sound, the roles and characters in television are devised and conceptualized using racial and gender prejudices. And the audience love to see these stereotypes. The market dictates what the demand is, and the suppliers (the television networks) merely satiate these demands. As they say, art imitates life and life imitates art. In like manner, so does television. The people feel more connected to shows that they can relate to in their own respective lives. As established earlier, that is why reality shows are amongst the most successful television genres of these times. They provide connection to their audience. They cultivate what is already in society, and this is where the harm is derived. It amplifies in viewing what is already in society, mostly the negative traits that it contains, and it inculcates that this is a normal commodity and these things happen on a regular basis in real life. The audience, bombarded by these negativities, then resigns to the “fact” that the world is indeed as depicted by these so called “reality” shows. Even the non-reality shows portray and paint these kinds of images. Like how the series Bones depicts it, in America there are many murder and homicide cases that are very perplexing and complicated. While it makes for a good thrill, if subjected to a reality check, it’s not as fun imagining that you live in a world full of people capable of brutish behavior. As for the animated cartoons, although it can be argued that these animated cartoons are not negative in nature but rather only presents and mocks in a satirical fashion the serious flaws of the society, the lesser mature audience might misinterpret these or might even view them “right” because of their lack of wisdom to discern these kinds of jokes. Also, these animated cartoons are stereotyping the image of the American family, which could hinder and limit the audience as to stereotype themselves also. CONCLUSION Indeed, the exposure to televised material is influential to its viewers and to society. Thus, in perspective, there really must be a conscious effort that should be exerted in order to filter and screen messages that may be not wise to be inculcated to the masses and most especially to the younger generations. Reality shows, despite them just showcasing what is “real” and what happens in reality, holds an amplifying factor as to showcasing the negativities in society. While they merely depict reality, but not necessarily what happens in ones backyard or neighbourhood, a collective and cumulative viewing of realities from many societies might brainwash an individual into thinking that his society is so disturbed and distorted. In like manner, animated adult cartoons also present a similar threat and it has been a subject of much heated debate as regards its adverse effects on the mentality of the youth. Although it may be hard to change the status quo, with the ratings and demand for reality shows and animated cartoons so high, the moral strands of society must still be safeguarded and not disregarded just for the game of profit. References Bryant, J., & Mirion D. (2004). Theory and research in mass communication. Journal of Communication 54, 662. Cohen, J., & Weimann, G. (2000). Cultivation revisited: Some genres have some effects on some viewers. Communication Reports, 13(2), 99. Read More