The Cultivation/Culmination Theory

In reference to The Hypodermic Model, this theory is a more refined version of the theory because of the difficulty of proving the effects of individual media texts on their audience.

Definition: The Cultivation/ Culmination Theory, suggests that one media text does not have too much effect, years and years of watching certain media products will make you less sensitive to that certain issue. This process is referred to as desensitisation.

One difficulty with this theory and The Hypodermic Needle Model would be that looking at the media in this way can be very difficult. Many people believe that the media does affect our behaviour, but it is very difficult to prove how much effect if any text might have on an audience.

In relation to the media product I will make in a group, (music video) this theory coincides with The Hypodermic Needle Model when looking at issues that the music video may create. For example, because features of  'The Male Gaze' will occur throughout the music video due to lyrics and meaning of the song, The Cultivation/Culmination Theory suggests that the audience may no longer be effected. As the music video created may involve issues such as females questioning their body and behaviour, because woman have been viewed in this way for decades its possibly that the audience have now become desensitized. In the past music video have always included an element of female voyeurism and therefore it is highly likely that females of today are used to this behaviour in particular media products. Although, the music video I will create in a group will have elements of female voyeurism it will be on a minimalistic scale, therefore the female audience shouldn't find themselves sanative to the music video.