Reviving Cultivation Theory for Social Media


George Gerbner's Cultivation Theory examines the effect of TV on the audience. A similar synthetic world appears to exist on Facebook according to the facts of cultivation theory. Whatever is shared on social media platforms forms an opinion and might end up with a judgement. One of the biggest parts of cultivation theory is resonance which focuses on creating pseudo-realities parallel with everyday life. Social media platforms enable people to create a profile where they can appear as they want to be, talk like they want to. Thus this profile is somehow their avatar. Thinking that billions of people are showing the same behavior, it is clear that a 'synthetic content' is also present in social media platforms. For this reason, in this current social media era, it is a necessity to improve cultivation theory and make it applicable to today's social media world. Along with four era's of communication theory, this paper discusses the necessity of reviving and adjusting cultivation theory to social media for reading user behavior more efficiently.

Author Information
Raziye Nevzat, Eastern Mediterranean University, Cyprus

Paper Information
Conference: MediAsia2018
Stream: Communication Theory and Methodology

This paper is part of the MediAsia2018 Conference Proceedings (View)
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Posted by James Alexander Gordon