HKAECT 2014 International Conference
How do Media Shape Perceptions of Social Reality? A Review on Cultivation Theory
Wing Tung Lai, Cheuk Wun Chung and Nga Sze Po
Online Communication Research Centre, Department of Journalism and Communication,
Hong Kong Shue Yan University, Hong Kong, China
wingtung1260@gmail.com; virginachung@gmail.com; nga19930207@gmail.com
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Abstract
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Abstract: While the cultivation theory seems to be outdated and less influential due to the rise of the Internet and the increasing education level of citizens, numerous scholarly journals’ investigations indicate that the strong cultivation effect on audiences still exists. This paper studies how mass media and television viewership place influence on viewers in shaping concepts of social reality, as well as their beliefs, behavior and mindset. A search of the literature was performed across EBSCO: Academic Search Complete database. A total of 18 articles were selected and reviewed. Results show that different media like video games and music videos also exert influence on individuals’ perceptions of real world. Possible factors other than television viewing, such as individual differences like gender, age or race are observed.
Keywords: Cultivation theory, Mass communication, Television viewing
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Bio
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LAI, Wing Tung
Ms Lai is a student of the Journalism and Mass Communication Program at the Hong Kong Shue Yan University. Her research interests include media and social studies.
CHUNG, Cheuk Wun
Ms Chung is a student at the Department of Journalism and Communication, the Hong Kong Shue Yan University. Her research interests focus on human behavior.
PO, Nga Sze
Ms Po is a student at the Department of Journalism and Communication, the Hong Kong Shue Yan University. Her research interests include the use of social media.
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