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| Media System Dependency Analysis× | Cultivation Analysis× | |
|---|---|---|
| Field | Communication | Communication |
| Family | Process / pipeline | Process / pipeline |
| Year of origin | 1976 | 1976 |
| Originator≠ | Sandra Ball-Rokeach & Melvin DeFleur | George Gerbner & Larry Gross |
| Type≠ | Survey approach to audience reliance on media to meet goals | Two-part method linking media message systems to audience worldviews |
| Seminal source≠ | Ball-Rokeach, S. J., & DeFleur, M. L. (1976). A dependency model of mass-media effects. Communication Research, 3(1), 3–21. DOI ↗ | Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 173–199. DOI ↗ |
| Aliases | Media dependency analysis, MSD analysis, Dependency theory measurement, Medya Bağımlılığı Analizi | Cultivation theory analysis, Cultivation research, Mean world / message-system analysis, Kültivasyon Analizi |
| Related | 4 | 4 |
| Summary≠ | Media system dependency analysis operationalizes Ball-Rokeach and DeFleur's 1976 theory that media effects are strongest when individuals depend heavily on the media system to attain personal goals — understanding their world, orienting their actions, and finding diversion. The method surveys the intensity of these dependency relations and relates them to cognitive, affective, and behavioral effects of media. | Cultivation analysis is the research method underlying cultivation theory, which holds that long-term, cumulative exposure to television gradually shapes viewers' conceptions of social reality. Developed by George Gerbner and Larry Gross in the 1970s as part of the Cultural Indicators project, it combines a systematic content analysis of recurring media messages with survey comparisons of heavy versus light viewers to estimate how much television 'cultivates' a shared, often distorted, view of the world. |
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