Philippine Popular Culture PDF

Philippine Popular Culture - It is related to our moral conscience Popular Culture LAYERS OF CULTURE  AKA: Mass Culture/ Popculture - The national level...

Philippine Popular Culture - It is related to our moral conscience Popular Culture LAYERS OF CULTURE  AKA: Mass Culture/ Popculture - The national level - The regional level  Dominant or prevalent in a society at a given point in - The gender level - The generation level time. - The social class level - The corporate level  EXAMPLES: Media objects, entertainment and leisure, fashion and The Philippines is a country that has varied cultural influences. trends, linguistic conventions. Most of these influences are results of previous colonization, Culture: deriving mainly from the culture of Spain and the United  Latin word “Colere” to tend to the earth and grow, or States. Despite all of these influences, the old Asian culture of cultivation and nurture. Filipinos has been retained and are clearly seen in their way of What is Culture? life, beliefs and customs. 1. Language 2. Religion Practices and Beliefs Tayong mga Pinoy… 3. Food, Fashion, Social Habits  Filipinos are very resilient 4. Media, Music, Arts  Filipinos take pride in their families Also in: Activities and Feelings  Filipinos are very respectful  Filipinos help one another Popular culture has a way of influencing an individual's  Filipinos are very religious attitudes towards certain topics.  Filipinos value traditions and culture  Filipinos have the longest Christmas celebrations How is Pop Culture Determined ?  Filipinos love to eat  By everyday interactions, needs and desires, the  Filipinos love art and architecture cultural “moments” that make up our everyday lives.  Filipinos love to sing Who Influences Pop Culture ? Other Filipino Culture: Filipino Family Values:  In modern society, pop culture is influenced by the industries that disseminate cultural material.  The family is the center of the social structure and includes the nuclear family, aunts, uncles, What Makes Pop Culture Unique? grandparents, cousins and honorary relations such as godparents, sponsors, and close family friends.  It is constantly changing.  People get strength and stability from their family.  It is specific to time and place  As such, many children have several godparents. It is Types Of Popular Culture Analysis common for members of the same family to work for 1. Production Analysis: analysis on the emergence of the same company. Filipino Concept of Shame certain trend in popular culture 2. Textual Analysis: analysis of materials comprising  Hiya is shame and is a motivating factor behind popular culture behaviour. 3. Audience Analysis: analysis of consumers of popular  It is a sense of social propriety and conforming to culture societal norms of behaviour. 4. Historical Analysis: analysis of the origins of an era’s  Filipinos believe they must live up to the accepted popular culture standards of behaviour and if they fail to do so they bring shame not only upon themselves, but also upon Popculture categories: their family.  Entertainment (such as film, music, television and  One indication of this might be a willingness to spend video games) more than they can afford on a party rather than be  Sports shamed by their economic circumstances.  News (as in people/places in the news)  If someone is publicly embarrassed, criticized, or does  Politics not live up to expectations, they feel shame and lose  Fashion self-esteem. Etiquette & Customs  Technology  Initial greetings are formal and follow a set protocol of ELEMENTS OF CULTURE greeting the eldest or most important person first. - Symbols - values  Use academic, professional, or honorific titles and the - Language - Norms person's surname until you are invited to use their first Norms: (specific) name, or even more frequently, their nickname. - Unwritten rules often that society recognizes and that If you are invited to a Filipino's house: influence the behavior and actions of people.  The best time to arrive is 15 to 30 minutes later if they Values: (generic) are invited on a large party. - Something that we live by  Dress well. Appearances matter and you will be judged - These are the standards which people consider as on how you dress. important.  Compliment the hostess on the house. ETHNOCENTRISM - Resourceful. - It is the belief or attitude that one’s own culture is better - Hardworking. than all others, and should therefore serve as the - Passionate. standard frame for reference. - Jack of all Trades. Examples of Ethnocentrism: - Cheerful. Judging Other Countries' Diets - when you judge other POPULAR CULTURE IN THE PHILIPPINES countries for the way they eat, but don't have a moral reason for - "Building a culture has to start with a foundation, and this. that foundation must necessarily be the culture of the Expecting Others to Speak English. Filipino people if this could be separated with the Chopsticks vs Western Cutlery. encrustations grown on it by colonial rule." An Idiot Abroad. What is a modern day example of ethnocentrism?  Ethnocentrism usually entails the notion that one's own culture is superior to everyone else’s. Example: Americans tend to value technological advancement, industrialization, and the accumulation of wealth. Positive Effects of Ethnocentrism? - It provides protection to group members by, creating sense of belonging among them, Those Members who are weak, poor, hopeless and helpless are encouraged by joining, hands of it with them. It means it provides compensation to the people of low status. - Revaluation: Essays on Philippine Literature, Why is it bad? Theatre and Popular Culture (1984) - Ethnocentrism is generally seen as a bad thing because it leads to prejudice and hatred of other Folk Culture groups. Ethnocentrism is the belief that our own ethnic - The way of living in a place in a specific time and group is different from, and in some way superior to, portrays the practices of a certain people, and on how other ethnic groups. This can lead us to actively they cope to survive with nature. despise other groups and, at times, to try to harm them. - EXAMPLES: How can ethnocentrism be avoided? Riddles (Bugtong) - Combatting Ethnocentrism Sayings (Salawikain) - Be Self-aware. Acknowledge the advantages or Legends (Alamat) disadvantages you have.... Kuwentong Bayan (i.e. fairy tales) - Educate. Read, attend lectures, presentations, and Epiko (Epics) training sessions designed to help interaction between Nationalist Culture different ethnic groups.... - the culture created through colonial resistance with the - Listen.... collective of a people on a given place and time. - Speak Up.... - EXAMPLES: - Review Team Norms.... Florante at Laura - Avoid Giving or Taking Offense.... Noli me Tangere - Be Forgiving. El Filibusterismo CULTURAL RELATIVISM SPANISH TIME - It is the idea that a person’s beliefs, values and  Popular culture in the Philippines was created and used by practices should be understood based on the person’s the Spaniards to the native Filipinos or Indios via plays own culture, rather than be judged against the criteria and literature to get the heart of the natives and win it. of another.  The first permanent Spanish settlement began replacing the Example, instead of thinking, “Fried crickets are disgusting! ” native culture with a Christian and European tradition. one should instead ask, “Why do some cultures eat fried  The children of the native elite under the tutelage of insects?” missionaries became a core group of intelligentsia called 'ladinos', as they became instrumental "in bringing into the Habits You Pick Up Living in The Philippines vernacular, literary forms that were to be vehicles for the - Using Lips to Point at Something. "pacification" of the natives". - Always Inviting Guests to Eat.  Forms of popular theatre and literature such as "the - Being Respectful to the Elderly. pasyon, sinakulo, and korido ensured the acceptance and - Eating Rice Thrice A Day. spread of Christianity, and the komedya and awit did the - Buying and Bringing Pasalubong. same for the monarchy." - Using Tabo (Dipper) In Restrooms. 'Senakulo' - Buying Items in Small Units. - is a dramatic performance to commemorate the - Being Late. passion and death of Jesus Christ. Commendable Traits and Characteristics of Filipino - It was taken from the Spanish word 'cenaculo' which - Honest. literally means the ''Upper Room''. - Respectful. - Calm and Collected.  -In Christian tradition, based on Acts 1:13, the "Upper Parody: Room" was not only the place of the Last Supper (i.e. - A literary or musical work in which the style of an author the Cenacle), but the usual site where the Apostles is wisely imitated for comic effect or in ridicule form of stayed in Jerusalem, and according to the Catholic humors that spoofs or scrutinizes Encyclopedia "the very first Christian church". - Senakulo (pronounced as sen-na-kuh-lo) has long Advent of American Colonialism been a part and parcel of the traditional practices being - The liberal policy regarding the printing press, soon done by Filipinos during the Holy Week. through radio, television and film, increased the - It is actually a Lenten play that depicts events from the circulation of popular culture forms. New Testament's 4 gospels-- related to the life, - Hollywood films had a near-monopoly in the sufferings, and death of Christ. Philippine market especially in the absence of The Pasyón (Spanish: Pasión) European movies due to World War I. - is a Philippine epic narrative of the life of Jesus Christ, - "Popular literature as a commodity intended for a focused on his Passion, Death, and Resurrection. mass market was seen to pose a threat to serious - In stanzas of five lines of eight syllables each, the artistic work, because the writers accommodated his standard elements of epic poetry are interwoven with a art to the demands of the publishers and editors who colorful, dramatic theme. were more interested in sales rather than aesthetics." - The uninterrupted chanting or Pabasa (“reading”) of More so, "...popular culture is not created by the the entire book from start to end is a popular Filipino populace... rather, it is culture created either by the Catholic devotion during the Lenten season, ruling elite or by members of the intelligentsia in the particularly during Holy Week. employ of that elite, for the consumption of the - In 2011, the Pabasa was cited by the National populace."; it is ". Commission for Culture and the Arts as one of the - 'packaged' entertainment or art intended for the Intangible Cultural Heritage of the Philippines under the profit of rulers, be they colonial administrators or native performing arts category that the government may bureaucrats and businessmen. nominate for inclusion in the UNESCO Intangible - “Literature gives a voice to those that have been Cultural Heritage Lists. silenced” –Lumbera Korido BASIC FILIPINO HISTORY - The corrido is a popular narrative song and poetry that - The Philippines is a country in southeast Asia and an form a ballad. archipelago, boasting more than 7,100 islands. - The songs are often about oppression, history, daily life - The islands are grouped into three major islands: for peasants, and other socially relevant topics Luzon, Visayas and Mindanao. - Mabilis ang bigkas - The national languages of the country are Filipino and - Walong Pantig English. - Kumpas ng martsa - However, there are eight major language branches that - Kinagigiliwan sapagkat may malapantasyang taglay are spoken in the country: Tagalog, Ilocano, - IBONG ADARNA (mahiwagang ibon na gamut ang Kapampangan, Pangasinan, Waray, Cebuano, Ilonggo awit) and Bikol. Awit - However, the major language being taught in the - The awit (Tagalog for "song") is a type of Filipino poem, Philippines is Tagalog. consisting of 12-syllable quatrains. - There are three major cultures that impacted the - It follows the pattern of rhyming stanzas established in Filipino culture heavily: Chinese, Spanish, and the Philippine epic Pasyon. American. - Mabagal ang bigkas - History played a critical role in the evolution of Filipino - 12 pantig Saliw sa gitara o bandurya cultural life affecting their character and how they think - May kapanipaniwalang daloy ng kwento and act. - FLORANTE AT LAURA (Francisco balagtas) - PASYON THE CHINESE INFLUENCE NOTE: - Between the 10th and 16th centuries and before the - Popular culture is introduced by the Spanish was Spanish colonization, Chinese traders sailed to the “popular” to the extent that it was a “ watering-down” of Philippines. Spanish- European culture for the purpose of winning - They brought porcelain and silk, in exchange for the general populace over the ideology of the colonial beeswax, deer horn and trepang(sea slug). regime. - The trade with China was the beginning of a major - A PARODY OF OUR FATHER influence and contribution within the FIlipino culture. By millena ( the translationista) - One major influence that the Chinese contributed - Literature had played an important role in the Filipino within the culture was culinary arts. resistance to Spanish Colonization - Some culinary techniques that the Filipinos were taught - MARCELO H DEL PILAR: most influential intellectuals include sauteed dishes, rice cakes and noodle of the time to use literature as a tool of revellion dishes(like Pancit!). Ang Amain Namin/ Our Uncle - In addition, the Chinese way of family structure also Tocsohan at Dasalan heavily influenced the traditional Filipino family structure.  - The traditional Filipino structure is very rigid, - When a Filipino is discontented with a group he or she authoritarian, and uses Chinese-based nomenclature. belongs to, he or she will walk away and form his or her - The eldest son is called Kuya, and the eldest daughter group. Another major influence is Christianity. is referred to as Ate. Both kuya and ate have authority - At least 80% of Filipinos are Christians, mostly Roman and responsibility over their siblings. Catholics. THE ARAB INFLUENCE - Just like the Hispanic tradition, Filipinos usually set up - About 200 years before the Spanish arrived in the altars in their homes. The altar usually consists of the Philippines, Arabs traded and settled in the Philippines. crucifix, flowers, candles, pictures of saints, and a - Arabs mostly colonized and influenced the island of statue of the Virgin Mary. Mindanao. English Spanish Tagalog - In Mindanao, the Arab Muslims influenced and Mug Taza Tasa converted the indigenous people to Islam. Ice Hielo Yelo - Besides making Mindanao an Islamic and sacred Garage Garaje Garahe island, the Arabs also introduced the sultanate form of Story Cuento Kwento government. Cooking oil Manteka Mantika - In this type of government, a Sultan, is the main chief in charge. Westernization in the Philippines - A Sultan gains his power, control and sovereignty - “Our economy is based on spending billions to through the number of followers he gains, rather than persuade people that happiness is buying things, and wealth. then insisting that the only way to have a viable - In addition, Arabs have some influence in numerous economy is to make things for people to buy so they’ll Filipino languages. Words such as apo(grandchild), have jobs and get enough money to buy things”- Philip alamat(legend), sulat(letter) and salamat(thank Slater you), came from the Arabic language. Commercialism - Arabs also introduced the use of calendars to the - is an attitude or philosophy devoted to supplying Filipinos. goods and services and making profits. The root of - Last but not least, Arabs improved the relationship commercialism is commerce, which is the buying and between the Philippines and other Asian countries. selling of things. - Since Arabs colonized Mindanao, and were a powerful Westernization in the Philippines empire, the Arab empire was the center of commerce - the migration of people, goods, services, knowledge in Asia. and ideas. THE SPANISH INFLUENCE - It is called Westernization because this migration is - On March 16, 1521, Ferdinand Magellan, a going from the West to the rest of the world, including Portuguese explorer sailing for Spain, arrived in the the spreading of technology and culture, of beauty Philippines. ideals, and of products. - He first landed on the island of Homonhon, and - Westernization can have positive and negative explored several islands before arriving at Cebu. implications for the world and people’s health - At Cebu, he baptized and converted Philippine natives - Westernization began with traders, colonizers, and to Christianity. missionaries from western Europe who believed that - The chief of Cebu admired Magellan, and asked him to their way of life was superior to those of the peoples in kill a rival chief in a nearby island of Mactan. the countries to which they traveled. - The chief of Mactan was Lapu-Lapu. - The occupied peoples were required or encouraged to - Magellan and his comrades went to Mactan, and adopt western European business practices, wanted Lapu Lapu and his people to bow before the languages, alphabets, and attire. chief of Cebu, succumb to Spanish ruling, and be - They were also encouraged to assume western converted and baptized as Christians. European education systems, literary and artistic - Lapu-Lapu rejected the offer, and The Battle of Mactan standards, and to convert to Christianity. began. Magellan and his comrades attacked Lapu- - Many countries had Western types of government and Lapu and his tribe, but were overpowered. The war military practices imposed on them. ended within two hours, and the Spaniards were Technology acted as both a form of and a transmitter of defeated by Lapu-Lapu and his tribe. Westernization. - Ferdinand Magellan was struck by a bamboo spear Kemal Atatürk and died on the island of Mactan. - How did Atatürk modernize Turkey? - Lapu-Lapu became the first hero of the Philippines. - He made primary education free and compulsory, - Lapu-Lapu was the first Filipino to resist Spanish opening thousands of new schools all over the country. colonization, and delayed the Spanish conquest and - He also introduced the Latin-based Turkish alphabet, conquering of the Philippines for over 40 years. replacing the old Ottoman Turkish alphabet. - After the halt of Spanish conquest in the Philippines for - Turkish women received equal civil and political rights about 40 years, Spain still managed to conquer and during Atatürk's presidency. influence the country greatly for at least 300 years. - Is Turkey Westernized? Political, legal, religious, - One of the major Spanish influences in the Philippines cultural, social, and economic policy changes were is Regionalism. designed to convert the new Republic of Turkey into a secular, modern nation-state....  - As a result, Turkey is one of the most Westernized provide a means of achieving a sense of integrity, majorityMuslim nations. safety, belonging. Constitution of the Republic of the Philippines Reza Shah Pahlavi - Education – Science/Technology – Arts, Culture – - How did Reza Shah Pahlavi westernize Iran? The shah Sports returned after only one day of exile. - In 1963, the Shah began the White Revolution, a Arts and Culture renewed effort to Westernize and modernize Iran  Section 14 through land reform and women's suffrage. The state shall foster the prevention, enrichment, and - Partly due to the rapid decline of rural Iran, the chasm dynamic evolution of a Filipino national culture based on the between the wealthy and the poor widened. principle of unity in diversity in a climate of free artistic and 3 M’s intellectual expression. - McDonalds - Mickey Mouse - Madonna  Section 15 Arts and letters shall enjoy the patronage of the state. The “Modernization means westernization” – Camille Paglia state shall conserve, promote, and popularize the nations historical and cultural heritage and resources as well as WESTERNIZATION & IDENTITY artistic creations. Lack of consciousness- Static view of culture - Global  Section 16 Corporations and Culture - Poverty and culture- KOKO All the country’s artistic and historic wealth contributes the KRUNCH cultural treasure of the nation and shall be under the protection of the state which may regulate its disposition. ARTICLE:  Section 17 The state shall recognize, respect, and protect the rights of Government and Cultural Policy indigenous cultural communities that preserve and develop - Vary from one country to another, but generally they their culture, traditions, and institutions. It shall consider the aim to improve the accessibility to arts and creative rights in the formulation of nutrial plans and practices. activities to citizens and promote the artistic, musical,  Section 18 ethnic, sociolinguistics, literacy, and other expressions 1. The state shall ensure equal access to cultural of all in a country. opportunities thru the educational system, public or Importance of Cultural Institutions private entities, scholarships, grants, and other NCCA: play a pivotal role in the maintenance, conservation, incentives and community cultural centers, and other revitalization, interpretation, and documentation pf heritage and public venues. in facilitating citizens interaction and engagement with heritage 2. The state shall encourage and support researchers and studies on the arts and culture. RA 7356: Creating the NCCA, Establishing a National Endowment Fund for Culture and the Arts (NECA) snf for other “cultural differences should not separate us from each other, purposes. but rather cultural diversity brings a collective strength that can EO no. 50 benefit all of humanity.” 1. Cultural Center of the Philippines 2. National Historical Commision of the Philippines AGENDA SETTING THEORY (old: The National Historical Institution)  When major news happens, the world’s mass media 3. The National Museum of the Philippines organizations take notice 4. National Library of the Philippines ( old: The National Library)  First introduced in 1972 by college professors, Maxwell 5. National Archives of the Philippines McCombs and Donald Shaw, they found in surveying North (old: Records, Management, and Archives Office) Carolina voters during the 1968 U.S. presidential election RA 9155: Cultural Agencees to the NCCA that what people thought were the most important issues 6. Komisyon sa Wikang Filipino were what the mass media reported as the most critical. (old: Commission on the Filipino Language)  This theory refers to how the media’s news coverage Level of Government Responsible for Art determines which issues become the focus of public  All levels of government- federal, provincial, territorial, attention. municipal  Currently provide funds for the arts and culture  The federal, provincial, and territorial governments all Core Assumptions have a department with responsibility for culture, and 1. The first is that the media filters and shapes what we all the provinces and the federal government also have see rather than just reflecting stories to the an arts council. audience. An example of this is seeing a sensational How culture affects our Moral Development or scandalous story at the top of a broadcast as  Norms cultivate reliable, guideline for daily living and opposed to a story that happened more recently or one contribute to the health and well- being of a culture. that affects more people, such as an approaching  They act as prescriptions for the correct and moral storm or legislative tax reform. behavior, lend meaning and coherence to life, and 2. The second assumption is that the more attention the media gives to an issue, the more likely the public  will consider that issue to be important. Another make a decision by providing a frame of reference. Thus way to look at it: Mass media organizations aren’t media creates an influence among people to make telling us what to think or how we should feel about a judgement or a decision. story or issue, but are giving us certain stories or issues  ASSUMPTIONS: that people should think more about. Human mind take decision based on the preconceptions that are already been stored in our memory. Psychological and Scientific merit to the agenda-setting theory 1. Stage 1: Information is received thru media channels  The more a story is publicized in the mass media, the 2. Stage 2: influences persons decision more it becomes prominently stored in individuals’  4 Boundary Conditions memories when they’re asked to recall it, even if it doesn’t 1. Recency specifically affect them or register as a prominent issue in 2. Repetition of Exposure to a prime their minds. 3. Applicability 4. Subjective relevance of this prime Three types of agenda setting Framing 1. Public agenda setting: when the public determines  Used to represent the communication aspect which leads the agenda for which stories are considered important to the peoples preference by consenting one meaning to 2. Media agenda setting: when the media determines another. the agenda for which stories are considered important  It stimulates the decision making process by high- lighting 3. Policy agenda setting: when both the public and media particular aspects by eliminating the others. agendas influence the decisions of public policy  It can regulate the audiences perception and also the makers acceptance of a particular meaning.  As media plays an important role in the people perceptions, Criticisms the negative framing can create a huge impact. One of the issues with the agenda-setting theory is that it is  MEDIA: powerful tool and so the content must be framed difficult to measure. with values as it influences and controls the audience. Research on the theory has been largely inconclusive in Gatekeeping establishing a causal relationship between public prominence  THE GATEKEEPER and media coverage. And in 2018, with the worldwide influence - Decide what information should move to group or of the internet and social media, where almost everyone can find individual and what information should not. news they’re looking for instead of being constrained by just - Here, the gatekeeper are the decision makers who are relying on one or two sources, it’s harder to convince others that letting the social system. the mass media is setting the agenda. - The gatekeeper is having its own influence like social, cultural, ethical, and political. In addition, the theory doesn’t work for people who have - Based on personal or social influences they let already made up their minds. For example, someone might information to the group. believe that his or her elected official was the right choice for  Thru this process the unwanted, sensible, and controversial office, despite numerous compelling reports to the contrary informations are removed by the gatekeeper which helps to presented by the mass media. control  In home, mother plays the vital role and she has to decide News Media Values VS. Media Bias what their kid needs and what to avoid. Timeliness Spin  DEVELOPED BY: Significance Unsubstantiated - Pamela Shoemaker Prominence Claims - Timothy Vos Proximity Opinion as fact - David Manning Oddity Slant  In news, editor play vital role. He has to decide what kind of Consequence Omissions news items will publish and what should not. Every day the Flawed Logic news channel receives various news items from all over the world.  The channel has its own ethics and policy( THE Priming GATEKEEPING THEORY)  Helps you perform better in an educational setting.  Subtly influences your behavior. LECTURE 7  Influences how you perceive the world Diffusion of Innovation Theory Introduction  A concept thru which the media effects among the people are enhanced by providing a basic perception human minds Everett Rogers (1931 – 2004) take decisions based on the preconceptions that are - was born at Carroll, Iowa in his family’s Farm. already been stored in our memory. The memories are - He was wellknown Professor, Researcher, advisor stored as a form of modes and they are interconnected and a former editor for a newspaper and reporter too. effectively and mostly act as a frame of reference to the - He earned his PhD in 1957 at Iowa State University of decisions we make. Science and Technology in the field of Sociology and  It enables the audience to evaluate the situation and to statistics. conclude how effective the media have been in order to  - He was well known for the book called “Diffusion of  But the sweep of an innovation through mainstream society Innovation”(1962) in which he explains the theory of makes it impossible for them to conduct their daily life (and how innovations and ideas spread across the work) without it. populations.  As a result, they are forced to begin using it. - He says in a social system the innovation is  These people are bound by tradition and very conservative. communicated by the process of diffusion. They are very skeptical of change and are the hardest group to bring on board. Diffusion is the process by which an innovation is communicated  Strategies to appeal to this population include statistics, fear through certain channels over time among the members of a appeals, and pressure from people in the other adopter social system (Everett Roger, 1961). groups. An Innovation is an idea, practice, or object perceived as new Theory by an individual or other unit of adoption (Rogers,  The diffusion of innovation theory analysis how the 2003). social members adopt the new innovative ideas and how they made the decision towards it. The main people in the diffusion of innovations theory are:  Both mass media and interpersonal communication Innovators: channel is involved in the diffusion process.  People who are open to risks and the first to try new ideas.  The theory heavily relies on Human capital.  These are people who want to be the first to try the  According to the theory , innovations should be widely innovation. adopted in order to attain development and  They are venturesome and interested in new ideas. sustainability.  These people are very willing to take risks, and are often  In real life situations the adaptability of the culture played the first to develop new ideas. a very relevant role where ever the theory was applied.  Very little, if anything, needs to be done to appeal to this population. Rogers proposed four elements of diffusion of innovations they are Early adopters: ▪ Innovations  People who are interested in trying new technologies and – an idea, practice, or object perceived as new by an establishing their utility in society. individual.  These are people who represent opinion leaders. – It can also be an impulse to do something new or bring  They enjoy leadership roles, and embrace change some social change opportunities.  They are already aware of the need to change and so are ▪ Communication Channel very comfortable adopting new ideas. – The communication channels take the messages from  Strategies to appeal to this population include how-to one individual to another. manuals and information sheets on implementation. – It is through the channel of communication the  They do not need information to convince them to change. Innovations spreads across the people. – It can take any form like word of mouth, SMS, any sort Early majority: of literary form etc  The early majority paves the way for use of an innovation within mainstream society and are part of the general ▪ Time population. – It refers to the length of time which takes from the  These people are rarely leaders, but they do adopt new people to get adopted to the innovations in a society. ideas before the average person. – It is the time people take to get used to new ideas.  That said, they typically need to see evidence that the – For an example consider mobile phones it took a while innovation works before they are willing to adopt it. to get spread among the people when it is introduced  Strategies to appeal to this population include success in the market stories and evidence of the innovation's effectiveness. ▪ Social System Late majority: – Interrelated network group joint together to solve the  The late majority is also part of the general population and problems for a common goal. refers to the set of people who follow the early majority into – Social system refers to all kinds of components which adopting an innovation as part of their daily life. construct the society like religion, institutions, groups of  These people are skeptical of change, and will only adopt people etc an innovation after it has been tried by the majority.  Strategies to appeal to this population include information Who made the decision to accept the innovation? on how many other people have tried the innovation and  Rogers says that in a social system there are three ways have adopted it successfully. the decisions are taken.  He suggested the three ways considering the ability of Laggards: people to make decisions of their own and their ability to  As the name indicates, laggards lag the general population implement it voluntarily, the three ways are as follows.. in adopting innovative products and new ideas.  This is primarily because they are risk-averse and set in ▪ Optional – Individuals made a decision about the innovation their ways of doing things. in the social system by themselves ▪ Collective – The decision made by all individuals in the social system Hypothesis ▪ Authority – Few individuals made the decision for the entire  The theory postulates that watching television frequently social system influences an individual to develop certain ideas of reality or beliefs and assumptions about life that mirror the most Further Roger identifies the Mechanism of Diffusion of consistent or universal values that are showcased on Innovation Theory television. OLD NEW(renamed)  The more a person watches television, the more likely he is 1. Awareness knowledge to be influenced by what he watches when compared to 2. Interest persuasion others who watch less but share other similar demographic 3. Evaluation decision characteristics. 4. Trial implementation 5. Adoption confirmation Cultivation Theory  The theory argues that the media generally presents an image of the world that does not reflect reality. Television through five following stages images are an exaggeration or fantasy of what actually Knowledge : exists. There is a disproportionate number of handsome - An Individual can expose the new innovation but they gentlemen,beautiful women, crime, wealth and violence. As are not showing any interest in it due to the lack a result, people end up perceiving the real world in a information or knowledge about the innovation distorted manner and viewing actuality through a ‘television perspective.’ Persuasion : - An Individual is showing more interest in the new  Television offers a plethora of ideas and conceptions on a innovation and they are always seeking to get details variety of social and cultural dynamics like race, gender, or information about the innovation sexuality, etc. Decision :  Over a period of time, a fixed image of various groups of - In this stage, an individual analysis the positive and people is formed and viewers start to absorb these ideas negative of the innovation and decide whether to which they then use as a map to navigate through life. accept / reject the innovation. - Roger explains “one of the most difficult stages to  This constant exposure to the media content cultivates identify the evidence” specific values, beliefs, attitudes and desires in people. These newly preconceived notions shape their perception Implementation : of the world and they ultimately influence how others - An individual’s take some efforts to identify the perceive them. People, therefore, end up unconsciously dependence of the innovation and collect more shaping their thought processes and behaviour based on information about the usefulness of the innovation, what they consume. In today’s world, people are then its future also increasingly starting to depend on television more than any other medium to understand the intricate web of the norms, Confirmation : values and mindset of the society in which they live. - An individual conforms or finalize their decision and continue to use the innovation with full potential  Cultivation theory research views television as a system of messages and tries to understand its function and Example consequences on an audience. These messages During the last years of 90’s the mobile phones were introduced complement one another and are organic and coherent in to common people even though it was there in market the cost nature. Cultivation analysis focuses on the impact of long was much higher. Roger’s theory of diffusion of innovation can term cumulative exposure to television. be apprehended by understanding how the people accepted and get used for mobile phones. When it was introduced it wasn’t something which comes with 500+ Application of Theory  Various studies have supported the claim that those who LECTURE 6 watch television more frequently, often display higher Cultivation Theory tendencies of being depressed and lonely, sense of  The cultivation theory was proposed by George Gerbner. alienation, have feelings of mistrust and think that the world  It is one of the core theories of media effects. is a malicious place. A study conducted in an experimental  According to the theory, people who watch television setting saw the outcome, at the end of the test period, that frequently are more likely to be influenced by the messages students who watch more action-adventure programs from the world of television. during a six month period are more likely to believe that the  The influence goes to such an extent that their world view world was a very dangerous place. They also believe that and perceptions start reflecting what they repeatedly see there is a high chance that they would be personally and hear on television. involved in a violent incident. This is in stark contrast  Television is, therefore, considered to contribute compared to the attitudes of other students who did not independently to the way people perceive social reality. watch as many action-adventure shows as the test group.  Research by L.J.Shrum has shown that people who watch television frequently are more likely to answer questions faster as well. They also give answers that reflect the messages or images that are the most common or repeated on television.  The cultivation theory has been widely used in the study of violence in television. The theory has been used to explain how children who watch violent cartoons become violent themselves. Repeated exposure to violence on television reinforces existing beliefs that the world is a dangerous and unsafe place. Exposure to television further strengthens the position that acts of violence are a natural response to situations of conflict. Over the years, research in the field has diversified and today, cultivation theory is applied to studies on health, religion, sex roles, political orientations, etc.