Cultivating Love


Cultivation theory may be helpful to understand the lack of positive Black love images in conventional media like television:

“My area of study is communications, in particular, media and interpersonal theory…  Cultivation theory speaks to the media’s influence on developing the viewers’ perspective of what they are watching on television. Cultivation theory says that television has become the main source of storytelling in today’s society. Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid.

The other two theories, agenda-setting and framing, build the context in which cultivation theory works. By setting an agenda, media can identify attributes that influence public (viewer) perception and then constructs a frame that pushes the agenda and uses cultivation theory to deliver the visual context that work to satisfy the agenda. So in other words, agenda-setting establishes the agenda, framing theory tells us what to think about what we think, and cultivation theory is the cement that pulls it all together.”  David Barney, M.S./M.A.

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