Cultivation Theory Research Articles

Assessment of the Effect of Advertising Channels on Sales Performance of Selected Small and Medium Enterprises in Lixle County, Burao Somaliland

The small and medium enterprises (SMEs) in Lixle County carry out frequent advertisements of their products, but they still claim indifference in their sales. Therefore, the study sought to find out why the level of sales performance is at a standstill point on these small and medium enterprises (SMEs). In this regard, the main objective of the study was to assess the effect of advertising channels on sales performance of selected SMEs in Lixle County, Burao Somaliland. The specific objectives of the study were: to determine the effect of radio advertisement on sales performance of selected SMEs in Lixle County, to assess the effect of television advertisement on sales performance of selected SMEs in Lixle County, and to examine the effect of newspapers advertisement on sales performance of selected SMEs in Lixle County. This study adopted the Cultivation theory, the Gratification and the Hypodermic Needle Theory. This study was conducted through a descriptive survey design. The study covered 54 selected SMEs operating within Lixle County. The target population of the study comprised 162 employees. A sample of 115 respondents were selected using both stratified and simple random sampling techniques respectively. The study involved primary data which was gathered through questionnaires. The data were analyzed using Statistical Package for Social Sciences (SPSS). Descriptive statistics such as frequency, percentage distribution, mean and standard deviation were employed. Inferential statistics were also used to analyze the data and establish the relationship between the variables. Then the data were presented in the form of tables, pie charts or bar graphs to ease the analysis. The study found that advertisements made by TV, newspaper and radio respectively influenced most of the people in the area and impacted on the sales volume and the business performance of the selected small and medium enterprises in Lixle County.

Cultivation in Normalization Drama: A Critical Discourse Analysis of Um Haroun Series

This study aims to identify the role that Gulf drama plays in influencing Arab viewers' opinion about normalization with the Israeli occupation state and the potential impact of this drama's discourse on the relationship between the Arab masses and the Palestinian people. It also recognizes the messages that promote the normalization of the series Um Haroun contains. MBC broadcasted Um Haroun during the month of Ramadan 2020. In this study, we investigated the series within its temporal and social context-based framing and cultivation theories. The analytical model adopted for this study is Fairclough's three stages of Critical Discourse Analysis to gain insights into the covert messages in the series as this model includes description, interpretation, and explanation. The analysis revealed that the series of Um Haroun contains messages that encourage normalization between Arabs and the Israeli occupation state, especially cultural normalization. The directors of the series practiced and institutionalized a clear framing process in a way that serves the discourse of the ruling authorities and the powerful elements in the Gulf society, to the detriment of the less powerful. They did this in several ways, including, for instance, re-framing historical events and facts to promote the idea of the Abrahamic faith covertly by endorsing concepts of coexistence and common destiny for the followers of the three religions. Considerably more work will need to be done to explore the attempts of Arab drama in changing the awareness of Arab people and influencing public opinion.

JUNK FOOD TELEVISION ADVERTISEMENTS IN PAKISTAN AND EATING BEHAVIOR OF CHILDREN

Obesity in children is a worldwide health issue. The health of children has become a primary focus for the parents who seek healthy growth of their child therefore they research about a variety of topics, including obesity in their children. This particular research is part of a larger study which evaluated the Impact of fast-food TV advertisements on children’s eating behavior. The focus of this particular project was to assess the reaction of children after watching fast food advertisement and to find out either advertisements persuade kids towards fast food consumption or not. It will also discuss how some of these advertisements were exaggerated to persuade children to instantly convince their parents to buy them fast food. It should first be noted that overall, children are prone to bad decision making because they cannot differentiate between right or wrong and healthy or unhealthy foods. Every fast-food advertisement was found to be exaggerating for consumption, as opposed to telling truth about the nutrition content of fast foods. This is an important finding because it is just as valuable, if not more so, for parents to prevent a disease in children as it is to detect it early. All fast food advertisement was considered when assessing persuasion in terms of consumption. All advertisement used more than 50% of the time when soliciting money. These results lend ideas for future research on such topics as well as ideas to better the current state of the diseases associated with fast food. The methodologies applied to this research are quantitative method that included questionnaire whereby 300 sample sizes were selected to fill the questionnaire. My study intends to investigate that does children's eating behavior change after watching fast food advertisement? The theory I used in this research is cultivation theory and I came to the conclusion through empirical research that fast food advertisements have a lasting impact on children, not only creating cravings in them, but also making them want fast food from their parents. Moreover, the results of the study support the claim that fast food advertising affects children. Keywords: Obesity, Fast Food Advertisements, Children, Parents, Aggression, Mental Health, Physical health, Eating Habits.

Strategi Alokasi Dana Direktorat Mitras DUDI dalam Membangun Agenda Publik melalui Media Massa

The Directorate of Mitras DUDI was formed as a bridge that connects vocational education graduates with the business world and the industrial world. The main task is to design a vocational education revitalization policy to meet industrial needs in accordance with the challenges of the Industrial Revolution 4.0, so that vocational graduates can be directly absorbed into the world of work. To be able to establish good cooperation with the business world and the industrial world, the Mitras DUDI Directorate needs to form a good image and gain public trust. This study aims to examine the communication strategy of the Mitras DUDI Directorate in the process of agenda building through mass media, including the strategy of determining budget allocations and realizing the use of budgets based on mass media categories. The theory used is Political Branding Theory which analyzes how government institutions use mass media to form an image, and Cultivation Theory which examines the application of budget allocation preparation to distribute information massively to the public through mass media. This research is descriptive qualitative, using data collection methods in the form of interviews and literature studies. The results of this study describe the communication strategy used by the Mitras DUDI Directorate which is strengthened by the implications obtained in the field from the results of the research. The use of the right budget to convey structured and consistent information is believed to be an effective way to build a public agenda and create a good image for the Mitras DUDI Directorate.

Conceptual Overview (Portrayals of Sexuality in Pornography)

Conceptual Overview (Portrayals of Sexuality in Pornography)

An analysis of cultural dissemination and national image construction in Chinese influencer Li Ziqi’s vlogs and its impact on international viewer perceptions on YouTube

International social exchanges have always been important to China’s cultural soft power and image construction overseas. This study focuses on an internationally renowned mega influencer Li Ziqi and her vlogs on YouTube. These orchestrated vlogs tell stories of rural Chinese life and construct a desirable traditional Chinese rural culture for netizens at home and abroad. Informed by framing and cultivation theory, this study examines how user-generated content on national images can affect social media users’ perceptions of reality. Content analysis is used to analyze the visual portrayals of Chinese rural culture, including its customs and values, aesthetics, and cultural and scenic places in Li’s vlogs. Discourse analysis is further used to examine user comments and demonstrate her vlog content’s impact on user perceptions of Chinese rural culture. This study sheds light on how a complex and hybrid national image with ‘Chineseness,’ and a personal image with self-Orientalized and performed ‘soft but independent’ Chinese rural female image, is constructed by a social media influencer Li Ziqi with affective associations. At a conceptual and practical level, the findings of this study contribute to the ongoing scholarly discussions on how China engages with the globalized world through cultural diplomacy from the bottom-up, while existing research primarily takes a top-down approach.

News Consumption, Corruption Perception, and Institutional Trust Among Kenyans—A Moderated Mediation Analysis

Based on a sample of 2,400 Kenyans from the Afrobarometer survey in 2019, the study tested a moderated mediation model in which news consumption had a positive impact on corruption perception, which in turn had a negative influence on institutional trust. The relationship between new consumption and corruption perception was moderated by support for press freedom. Specifically, news consumption’s positive impact on corruption perception was significant only among those who believe in press freedom, but not significant among those who agree with government censorship of media. This study makes a contribution to the literature of cultivation theory in the context of Kenyan respondents. Limitations and future research implications are discussed.

다도(茶道) 수양론(修養論)의 실제

This study is about presenting a practical way to cultivate mind based on the tea as a spiritual concept of the Tea Tao (茶道) and a ceremonial concept of the Confucian thought. Specifically, this study analyzed Tea Tao as a way of cultivation (修養) in three different cultural aspects, which are respect, sincerity, and courtesy. The characteristics of Confucianism are that the human nature is the principle of the sky and the duty of human being, we have to preserve the mind and train the nature. To do so, we need to watch ourselves, which is referred to as the inner reflection. Also, we need to watch out our actions based on respect, sincerity, and courtesy.
 In the tea drinking culture of the mind cultivation theory, making tea with energy from heaven with all your heart. By doing so, tea and oneself become one, not two. reaching the state of introspection while drinking alone with nature as a friend. According to the yin-da culture of cultivation theory, greedy comes from the abundance of material leading to worries, defilements, wrongdoings, and extravagant thoughts. The practice of tea ceremony is to rectify the body and mind, and to keep the mind from being greedy. Also, 'Ki control (气統制) and Temperance (心節制)' is to change the temperament and make it good. Tea with Ki, which is the mechanism for cultivation, is highly effective in cultivating. In addition, renunciation of greed and the good attitude of the heart (制心) is required to cultivate the mind even thought the mind is originally bright, Finally, by letting go of selfish mind and obsession and meditating in a sitting position to find the nature, the mind will settle down and cultivation will lead to enlightenment through tea. It will become the best state of tea life, and it will reach the state of Confucianism that preserves the principles of heaven and removes greed.

Unmarried Black Women's Sexual Socialization: The Role of Dating, Motherhood, and Intimate Partner Violence Across Media Types.

The terms single and singlehood conflate marital (e.g. divorced, widowed, and never married) and relationship (e.g. partnered or not) statuses, complicating researchers’ understandings of their unique impact on women’s lives. Despite qualitative research demonstrating unmarried and unpartnered statuses have distinct implications for women’s sexual socialization, little quantitative research has explored these differences. To address this gap, the current project surveyed 506 unmarried Black women (Mage = 33.02) to explore how common singlehood experiences (dating, motherhood, and intimate partner violence [IPV]) moderated associations between respondents’ media use (television, social media, movies, and magazines) and relationship beliefs. This project focused on Black women because of their high rates of unmarried status and the pervasiveness of media stereotypes of their singlehood. Hierarchical linear regressions and the PROCESS model were used to test two-way interactions of media and singlehood experiences. Ecological systems and cultivation theories guided analyses. Across the dependent variables, media types were differentially associated with measures of relationship beliefs and these associations were differentially moderated by singlehood experiences. Weekly television was the most consistent predictor of relationship beliefs and experience with IPV was the most consistent moderator of associations. Women without partners, children, or experiences of IPV exhibited significant associations between media and relationship beliefs while their more experienced peers did not, suggesting singlehood experiences and media work together to shape unmarried Black women’s sexual socialization, though more work is needed to determine how. Results illuminated key differences between groups of unmarried Black women, complicating current understandings of single status and challenging how singlehood is conceptualized in sexual socialization research.

The cultivation of brand knowledge and purchase intention among brand followers on social media

Social media marketers use various narrative methods to attract and engage followers. Unfortunately, however, the extent to which such marketing impacts on consumer brand perception and behaviour is difficult to measure, and the social media marketing literature offers little in the way of guidance. This study draws on the cultivation theory to investigate how following a brand on social media (specifically, Twitter) for three months can increase brand knowledge and influence purchase intentions. The findings indicate that brand followers can learn brand knowledge from stable, pervasive and regular tweets on Twitter, and this in turn has a positive impact on purchase intentions. The impact on purchase intentions, however, is moderated by brand type (hedonic or utilitarian) and consumer age. Thus, when formulating social media marketing campaigns to optimise purchase intentions among consumers of both hedonic and utilitarian brands, marketers must adapt their content strategies in line with their followers’ needs for brand knowledge, and tailor the experience to meet the needs of different age groups.

Web Series' Consumption and Perceptions of Youth regarding Intimate Relationship Patterns

Web series are a prominent part of digital media with huge viewership among the youth. They are presented on web television and streamed only on an online network. The research study explored the consumption of web series and its effects on the perception of youth regarding intimate relationship patterns in Pakistan through the insight of ‘uses and gratification theory’ and ‘cultivation theory’. The researcher used, a quantitative method and conducted a survey of 300 youngsters, both male and female of Lahore between the age of 17-24 years. The results show that youth watch web series to gratify their affective, cognitive and tension-free needs and study fully satisfied the objectives. The statistical test of a generalized linear model of ordinal logistic regression revealed that web series' consumption has significant effects on the perception of youth regarding intimate relationship patterns and the youth have similar views about intimate relationships as shown in the series.

ROLE OF MEDIA AND ITS IMPACT OF CONTENTS ON AUDIENCE: A COMPARATIVE STUDY OF MAINSTREAM PRIVATE CHANNELS

This paper explores the role of media and its impact of content on viewers. The purpose of this research is that researchers must first understand how society affects individuals. Everyone learns social behaviour through observing others. Before TV, children learned socialization through family and peers. Cultivation theory studies TV's long-term impacts. The more time people spend 'living' in the TV world, the more likely they would believe it's a social reality. The survey method was considered to be an appropriate method for collecting information and data analysis. The population is the male and female viewers of the private news channels. A stratified sampling method for the specification of the demographic characteristics was adopted, and the population was divided based on age and gender; for data collection, the target of one hundred and sixty viewers were selected. This research revealed that the viewers/respondents' credibility assessments could be predicted by their unique media consumption patterns and media platform preferences. One of the most significant takeaways from this research was the importance of familiarity with a media outlet's format and content in shaping viewers' perceptions of that media outlet's credibility. Keywords: Social Behaviour, Cultivation Theory, Television, Family, Media.

Impact of Instagram on Psychological Well-being and Body Image of Female University Students

This research study aimed to understand the impact of Instagram usage on the psychological well-being and body image of female university students. In this study, a survey questionnaire was used for data. A sample of 150 female university students was selected through convenience sampling from the University of Management and Technology. The sample was equally divided among three academic programs offered in UMT e.g., BS, MA and MPhil. Moreover, cultivation theory was employed to provide a theoretical framework for a better understanding of the phenomenon and to explain the results.Findings suggested that the use of Instagram is the major cause of serious psychological issues in female university students and increased dissatisfaction among the female students regarding their own bodies. However, findings further suggest that the impact of Instagram was higher among those who spend more time on social media.

조선시대 경연에서 『예기』 ｢악기｣가 논의된 양상

The “Yueji” chapter of the Liji is one of the reading materials adopted in the Royal Lectures during the Joseon dynasty. However, a sufficient amount of records on the Royal Lectures was not provided until the reign of King Sukjong. Based on the records during the earlier Joseon dynasty, it is hardly possible to elucidate the main viewpoint of discussing “Yueji” since most discussions soon shift the topic to current affairs regarding music. In the earlier Joseon period, discussions on music centered around correcting inappropriate music, but in the later period, moral cultivation became a central issue. In line with this main distinction between the earlier and later periods, discussions on “Yueji” in the Royal Lectures during the reigns of King Sukjong and King Yeongjo mainly focus on the moral cultivation of the king. However, this main focus is dealt with in a different context from “Yueji”; while “Yuej” describes the effect of moral cultivation by means of ritual and music, in the Royal Lectures it is argued that the king needs to cultivate himself in order to achieve the same governing effect as those of ritual and music whose exemplary form does not exist any more. This argument can be understood as a reinterpretation of “Yueji” from a Neo- Confucian perspective with an intention to put the power of the supreme ruler under control of subjects. The moral cultivation of the king is also one of the main focuses of attention in the Royal Lectures during King Yeongjo’s reign; however, dissimilar to previous approaches to “Yueji”, King Yeongjo shows interest in sound and pitch. This new approach can be interpreted as an intention to strengthen the supreme ruler’s position as the establisher of ritual and music instead of being recommended cultivation from his subordinates. Based on the records of the Royal Lectures on “Yueji” during the reigns of King Sukjong and King Yeongjo, it can be suggested that emphasis on the moral cultivation of the king is entailed from a Neo-Confucian reinterpretation of the cultivation theory advanced in “Yueji”, while discussions on the components of music, such as sound and pitch, can be understood as a counterargument that reinforces the status of the king.

Uncovering The Elements, Viewer’s Perception and Factors of Violent Content in Netflix ‘You’ Drama Series

This qualitative study focuses on the elements, viewer's perception and factors of violent content in the Netflix 'You' drama series. Three research objectives were addressed: (1) To analyse the elements that influence the viewers' perception to watch Netflix 'You' drama series, (2) To identify the viewers' perception of reality in the violent content portrayed in the Netflix 'You' drama series, and (3) To identify the contributed factors generating the viewers' perception of reality on the violent content portrayed in the Netflix 'You' drama series. The Cultivation Theory guided this study where meaningful findings were obtained through in-depth interviews with six (6) informants who subscribed to Netflix, watched 'You' drama series for season one and season two, which lived in the Klang Valley. Data analysis were conducted with data gathering and using the NVivo to analyse the coding. The thematic analysis was used to analyse the data. Overall, the findings revealed significant themes in every research questions. For RQ1, the elements that influence the viewers' perception of watching 'You' drama series on Netflix were genre selection, binge-watching, and attraction to violent content. For RQ 2, the viewers' perception of reality on the violent content portrayed in the Netflix 'You' drama series has been revealed through the act of murder and torture, brutal actions, anxiety, fear and cautiousness. The RQ3 has revealed the accepting and dismissing violence, personal, and other experiences were the contributed factors generating the viewers' perception of reality on the violent content portrayed in the Netflix 'You' drama series. Keywords: Perception of violent content, perception of reality, violence portrayal, cultivation theory, binge-watching.

How Portrayal of Child Sexual Abuse in the News Media Increases Fear of Crime Among Guardians: The Case of Greater Malé Area, Maldives

A review of the recent local news media shows that there has been a notable increase in the media reporting of child sexual abuse (CSA) in the Maldives. This increase has been particularly noticeable after the 16th of January 2020. This study addresses whether this increase in reporting has had any impact on the community. Specifically, if overexposure to CSA reports in the local news media has given rise to fear of crime. The objectives of this study are to, firstly, ascertain whether news media representation of CSA can induce a fear of crime among the public, and secondly, investigate whether news media reporting of CSA has affected the public’s trust in social institutions. This study is characterised by a qualitative methodology with a phenomenological design and guided by cultivation theory, which stipulates that heightened exposure to crime media will increase fear of crime levels among the audience. Semi-structured interviews were used to collect data from 9 participants. The findings of this study indicate that participants experience heightened fear during the increased CSA reporting waves. Further, all participants expressed avoidance and protective behaviours for their dependents. It was also found that episodic framing of CSA and focus on institutional culpability along with failure to shed light on the social causes of crime such as living situation or poverty has affected the public’s trust in social institutions. Parental neglect / family was also seen as a social institution that has failed to operate effectively to guard children against CSA. Hence this study has found that, in accordance with cultivation theory, increased exposure to CSA can increase fear of crime among the public.

Children’s reactions to ‘Taste is the difference’ indomie instant noodles television commercial in Nigeria: Anambra State in focus

This study evaluated children's responses to the 'Taste is the difference' Indomie Instant noodles television commercial in Anambra State, Nigeria. It is premised on the background that children who live and interact with other members of society cultivate different behaviours after exposure to media content. There is a need to control the spread of unethical media content for children's safety, cultivating acceptable socio-cultural behaviours and positive development. The study hinged on Cultivation and Social Learning Theories and adopted the Focus Group Discussion research method with structured questions as a data collection instrument. Multi-stage sampling techniques were used to select 364 primary six pupils as respondents from three schools in the three senatorial districts of Anambra State, Nigeria, on consent from relevant authorities. Findings show that respondents were significantly exposed to the select commercial; there was a high recall of message elements. The respondents were also found to be favourably disposed to the message elements and perceived some elements as imperfect because they eroded aspects of their culture. The study concludes that the select respondents responded positively to the entertainment aspect and negatively to the cultural implication of the commercial. The study recommended amendments to message elements in the commercial that eroded some aspects of Nigerian culture.

The Underrepresented ‘Other’: Portrayal of Religious Minorities in Hindi Language Cartoon Shows

Media are sites of struggle for representations, and cartoon shows on television can immensely impact the psyche of young viewers. Drawing upon Bandura’s social cognitive theory, George Gerber’s cultivation theory and symbolic annihilation, this study investigates how the symbolic annihilation of minorities takes place in Hindi language cartoon shows. We examine how Hindi language cartoon shows produced in India methodically underrepresent characters belonging to minority communities using qualitative content analysis of four such shows. In this article, we question the positioning of these characters in secondary, antisocial roles identifying them either as ‘other’/foreigner or ‘other’/negative. This symbolic annihilation of religious minorities in Hindi language cartoon shows resembles the symbolic annihilation of racial minorities in the English language cartoon shows.

Visual Gender Stereotypes (Advertisement, Social Media)

Visual Gender Stereotypes (Advertisement, Social Media)

Influence of Airtel Television Advertising on the Choice of Mobile Telecommunication Network by Students of Institute of Management and Technology, Enugu

Advertising is charged with the responsibilities of promoting goods and services, thereby creating awareness about the product and, persuading target audience and influence patronage from consumers and prospective consumers. Television is one of the most powerful and influential medium of communication around the world. Most of the advertisers rely on television for advertisement of their products and services to attract the viewers across the globe. This study therefore, assessed the influence of Airtel television advertising on the choice of mobile telecommunication network by students of the Institute of Management and Technology, Enugu. Literatures were reviewed to provide empirical support to the study. The study was anchored on the Cultivation theory. The researchers adopted the survey research method for the study. A sample of 387 was drawn from a population of 11,525 respondents using the Taro Yamane formula. The measuring instrument of the study was the questionnaire structured into open-ended and close-ended questions and distributed to the sampled population. The research questions were analysed using simple percentage table. The researchers found that IMT Enugu students use Airtel network and exposed heavily to Airtel television advertisements. The study recommended that advertising messages should both be persuasive and reminder-oriented.