Cultivation Theory
Cultivation Theory
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栽培理论
DOI：
10.4135/9781412952606.n111
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发表时间：
2020
期刊：
影响因子：
--
通讯作者：
Nancy Signorelli
中科院分区：
文献类型：
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作者：
G. Gerbner;L. Gross;M. Morgan;Nancy Signorelli
引言乔治格布纳的修养理论是一个非常重要的原则，在公共关系的几个原因。然而，它也有积极和消极的影响。简单地说，培养理论认为，一个人接触媒体提供的信息越多，这个人就越有可能相信这个信息是真实的。修炼理论经常被应用于人们对现实的感知。例如，一个在电视上看了很多犯罪节目的人最终会相信他所居住的城市有很多暴力犯罪。这个扭曲的世界被称为“中介现实”（Wilcox et al，2003，p.214）。该理论还指出，看电视多的观众将比看电视少的观众受到更大的影响，“电视的累积效应是创造一个合成的世界，重度观众将其视为现实”（Reber和Chang，2001）。
Introduction George Gerbner’s Cultivation Theory is an extremely important principle in public relations for several reasons. However, it also has negative as well as positive effects. Cultivation Theory, put simply, states that 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. Cultivation Theory is often applied to people’s perceptions of reality. For example, a person who watches a lot of crime shows on television will eventually believe that there is a lot of violent crime in the city in which he lives. This skewed world is called a “mediated reality” (Wilcox et al, 2003, p.214). The theory also states that viewers who watch more television will be more influenced than those who watch less and that “the cumulative effect of television is to create a synthetic world that heavy viewers come to see as reality” (Reber and Chang, 2001).