Efekt kultywacji: Wpływ telewizji na poglądy
Rocznik: 2003 Tom: 9 Numer: 1
According to the concept of cultivation developed by Gerbner and al., the television portrait of the social world is biased, both with respect to the prevalence of the phenomena shown and to views implicitly embedded in the presented picture of reality. In consequence, the first-order and second-order judgments of heavy television viewers and light television viewers differ significantly. The former declare moderate political views, regardless for which political party they have recently voted. In fact, they show more rightist views in such matters as racial segregation, homosexualism, abortion or minorities' rights, they simultaneously opt for more social care and lower taxes, they show socio-political authoritarianism, which means an aversion to democratic practices, they easily surrender to authority and show tendencies to sexism - they attribute stereotyped roles and a limited scope of activity to women. The paper presents not only the data from the investigation, but also the main thesis of cultivation theory, psychological mechanisms underlying the influence of television on viewers' attitudes, and some methodological dilemmas that are associated with studying the relation between television watching and social reality judgments.