Cultivaton Theory & Adorno: Culture Industry

Cultivation Theory is a social theory which looks at the social effects of television on American audiences of all ages. This theory was by professor George Gerbner & Larry Gross, as it derived from there large researching projects which they conducted, entirely down to their main research entitled ' Cultural Indication'. This theory basically suggest that over time if one is exposed to too much television, over a period of time subtly cultivates viewers perception of reality. As they both criticize television, stating it's a medium of the socialization of most people into standardized roles and behaviors. This theory is a great theory to try and use when producing my magazine. Despite the fact that this theory mainly applies to television, since media is becoming one of the most powerful tools in this world, it's possible to portray that theory in my music magazine. Since my magazine is going to be a hip-hop/rap mag, typically one associate this genre negatively as a high amount of crimes has been linked, such as robbery murder, rape etc. However since I'm trying to produce a positive magazine I'm going to produce positive artists in my magazine. Not cover in iced out jewelry or a bunch of girls but just a rapper who has that star feeling towards him or her. This can help my target audience strive to achieve success in whatever they do, deeply inspired by my rapper.

The Adorno: Culture Industry theory was created by Theodor Adorno & Max Horkheimer, which the theory came in the chapter of their book 'Dialectic of Enlightenment'. They basically said that popular culture is now a replacement of cultural goods we use to buy to comfort ourself. Such as film, magazines and radio, which has manipulated the mass audience into a calm state. As the easy pleasure which comes from these popular culture makes people feel calm and content, despite how bad their economic situations. in life are. They both saw this mass-produced culture as a threat to what they see as high art such as, 'Mona Lisa' or 'The Last Supper'. As these are the art in which, they think we should be appreciating. As culture industry may cultivate false need to the mass instead of true needs in which we should have, such as freedom, creativity or genuine happiness. I strongly disagree with this, as I feel my music magazine will offer my target audience, the true needs in life with articles, competitions and reviews which will help my audience take time out of their life and read something which will guarantee them happiness. I also disagree with their definition of high art as, I feel my magazine can be some sort of high art, as I will take time and put more then 100% effort in creating my mag. As high art and low art should be based on how much effort you put into whatever your producing instead of a high price tag to determine if it low or high art.