Cultivation Theory

While the multi-media plays a big role the majority of our lives, our society starts to be affected. One commonly discussed idea is the cultivation theory. This theory suggests that as people spend multiple hours with the media, their idea of reality becomes the 'reality' presented in the media. As the media repeatedly delivers the same idea over and over again, viewers begin to accept it as real-- even if it is blown slightly out of proportion. This phenomenon was observable when the swine flu first came about. The news programs talked about it incessantly. They warned of the deaths it caused, and emphasized everyone to keep extremely sanitary conditions as a serious precaution. Talk of schools closing and productivity shutting down was prevalent. In reality, the swine flu was no more serious then the seasonal flu we are so accustomed to. Sure, it may have killed young children and elderly with weaker immune systems, but the average person could probably survive the swine flu. The idea that the whole population must drop everything and prepare for a mass outbreak was cultivated by the media its constant message to fear the swine flu.