vue - Cultivation Theory & The Hipodermic Needle Theory - Alfiah Ummah Suhaimah

Cultivation theory research is one that studies media effects (in my opinion one of the most controversial areas of media research). Cultivation theorists posit that television viewing can have long-term effects that gradually affect the audience. Their primary focus falls on the effects of viewing in the attitudes of the viewer as opposed to created behavior. Heavy viewers of TV are thought to be ‘cultivating’ attitudes that seem to believe that the world created by television is an accurate depiction of the real world. The theory suggests that prolonged watching of television can tend to induce a certain paradigm about violence in the world. Theorists break down the effects of cultivation into two distinct levels: first order – is a general beliefs about the our world, and second order – which are specific attitudes, such as a hatred or reverence for law and order, pedophiles, etc. The media (magic gun) fired the message directly into audience head without their own knowledge. The message cause the instant reaction from the audience mind without any hesitation is called “Magic Bullet Theory”. The media (needle) injects the message into audience mind and it cause changes in audience behavior and psyche towards the message. Audience are passive and they can’t resist the media message is called “Hypodermic Needle Theory”. Both theories are deals with impact of media messages in audience mind and how audience react towards the message without any hesitation.