1. Students: Hoang Thanh Ha s3446504 & Nguyen Tra My s3462940 Lecture: Nguyen Thi Hong Phuong Date: 17 July 2014 Cultivation theory

2. Warm-up activity Where is this? Write 2 adj describe Paris. How do you know?

3. Outline 1. Historical background 2. Original cultivation theory 3. Case study: the violence on TV 4. Broader view: Body image 5. Case study: Victoria Secret Show 6. Discussion 7. Conclusion 8. Reference list

4. Background History of TV 1831: the era of electronic communication 1950s: television became a way of life in US 1992: 900 million television sets in use around the world (Bell and Gray, 2010)

5. Original cultivation theory Proposed by Professor George Gerbner & Larry Gross of the university of Pennsylnavia in 1970s Definition: Cultivation theory is the study examines the long-term effects of television (James Shanahan & Michael Morgan 1999)

6. Original cultivation theory Categorized Television Viewers Heavy viewers saw the world as more dangerous than light viewers (James Shanahan & Michael Morgan 1999)

7. Original cultivation theory Bystander effect Aggressor effect Victim effect The major effects of heavy viewers: (Encyclopedia of Children, Adolescents, and the Media 2007)

8. Case Study

9. A Broader Look of Cultivation Theory The images in advertising and programming effects human perception about body image. (Myer et.al, 1992) Changing standard

10. The relation of cultivation and body image The idea of body image on TV - Contribute to body knowledge - Create the model of perfect body Change human perception visually (Belden,2010)

11. The relation of cultivation and body image E.g: A survey named Body Confidence in UK( 2010) - Participant: 810 young people from 18 to 25 (>4 hr watching TV) Reproduce from YMCA group (2010)

12. Cultivation changes beauty standard A new way to evaluate Beauty E.g: + The thin idea + The sexy iconic The differences from beauty standard in the past (Serdar, 2008)

13. Case Study: Victoria Secret Show Key message: Enhances womans nature beauty Concept: A show case of woman with luxury lingerie Key visual: Sexy Vitoria Secrets Angels ( Victoria Secret official website, n.d) Rating: 9,71 million viewers (only in CBS) ( Faughnder 2013)

14. Victoria Secret Show effects After watching VSs 2010 -53% of women (30-40) is unhappy with their body - 78% young adult (18-25) want to look like models (Utt, 2011) Psychological construct and physical changes - Low Carb - Gym and fitness - Cosmetic surgery Wrong way applying models diets - E.g: + Adriana Lima back to stage after 2 months birth giving + Miranda Kerr with shocked diets Effect human behavior and body image (Kay, n.d)

15. Discussion Key learning - The huge influence of TV/ mass media - Negative messages and misunderstanding Vietnam context: - Peer pressure and mass media - Perception and physical changing

16. Conclusion History of TV Original cultivation theory: Violence effects A Broader look of theory: Body Image

17. References Bell, E. and Gray, A. (2010). Televising history. 1st ed. Basingstoke [U.K.]: Palgrave Macmillan. Encyclopedia of Children, Adolescents, and the Media. (2007). Sage Publications. Jamie, U. (2011). Profitable Objectification: The Victoria's Secret Fashion Show. [online] Change From Within. Available at: http://changefromwithin.org/2011/12/01/profitable-objectification/ [Accessed 16 Jul. 2014]. Kasey L, S. (2014). Westminster College: a private comprehensive liberal arts college in Salt Lake City, UT, offering undergraduate and graduate degrees in liberal arts and professional programs, including business, nursing, education and communication.. [online] Westminstercollege.edu. http://www.westminstercollege.edu/myriad/index.cfm?parent=...&de tail=4475&content=4795 [Accessed 16 Jul. 2014]. Myers, P. (2014). [online] Shareok.org. Available at: https://shareok.org/bitstream/handle/11244/6933/Department%20of

18. References Myers, P. and Biocca, F. (1992). The elastic body image: The effect of television advertising and programming on body image distortions in young women. Journal of communication, 42(3), pp.108--133. Nguyen, T 2012, Hng mt do sng chi, Gia Dinh Online Newspaper, viewed 16 July 2014, Rhiannon, K. (2014). Body Image Issues and Victorias Secret Angels. Our Home Town. [online] Available at: http://www.ourhometown.ca/lifestyle/RK0010.php [Accessed 16 Jul. 2014]. Ryan, F. (2013). TV ratings: 'Victoria's Secret Fashion Show' wins; 'SHIELD' hits low. Los Angeles Times. [online] Available at: http://TV ratings: 'Victoria's Secret Fashion Show' wins; 'SHIELD' hits low [Accessed 16 Jul. 2014]. Shanahan, J. and Morgan, M. (1999). Television and the mainstream. 1st ed. New York: Cambridge University Press.