Cultivation theory argues that TV viewing had long term effects on the audience which were gradual but
significant, how valid do you find this theory about audience response? (25 marks)
The cultivation theory is valid as TV viewing has long term effects on the audience, which can be seen in
Deutschland 83 and Capital but to an extent.
In DL83, there are clear representations of the East and West divide of Germany, which has created many
controversies amongst its viewers. Using Levi Strauss’ theory, a binary opposition is clearly created as the
East is portrayed as the communist side whilst the West is portrayed as the capitalist side, meaning that
the show has immediately cultivated ideas to the audience. Clear differences were shown particularly in
the trailer through branded clothing, products, high quality props and the culture convey the ‘norms’ of
the East and West, linking to Gerbner’s theory of cultivation.
Also, Martin is a spy who repetitively has to overcome women who try to foil his plans. For example, when
the door opens and there is a lady pointing a gun at him is a scene showing reliance on violence against
women, which could cultivate negative attitudes that could be used in society today. His own aunt, Lenora,
is portrayed as a ‘false hero’ using Propp’s theory as she destroys the meaning of family values in order to
get her job done. Although violence is not physically portrayed with her, she emotionally blackmails
Martin, cultivating the idea that women are deceiving and cunning. This may leave the audience feeling as
if women are problematic in today’s society and may even disagree with feminism because of the ideas
portrayed in the show.
Although, it can be argued that the cultivational theory is invalid with DL83 due to the fact that German
viewers did not accept the ideas that were portrayed by the show. This is because by having the main
protagonist, Martin, from the East of Germany, it connotes how the director wanted the audience to live
the East’s perspective of the cold war. This is because we follow Martin throughout his journey and that is
ultimately seen as they continuously use follow shots from behind. Some blamed its overly sympathetic
depiction of East German agents, others the advertising campaign by its German broadcaster, RTL, which
they argued was unimaginative and old-fashioned. Bild, Germany’s highest-selling newspaper, called it ‘the
flop of the year’. Controversy was also created because there were more negative representations of the
West and it was unbalanced. However, it was still the most-watched foreign language drama ever in Britain
and its international success also helped pave ways for other German shows.
On the other hand, Capital is a clear example of the cultivation theory being valid. Within the first couple of
scenes, representations of family and ethnicity are already presented; the first relatable representation is
of a Pakistani family who own a corner shop, and they are mistaken for being Indians, ironically by of the
main characters who is a white lady; this suggests white people are uneducated when it comes to different
ethnicity’s and the stereotype of an Asian family who work together to maintain a shop is presented.
However, the typical stereotype of a bad-tempered shop keeper is defied; when Rogers wife comes in to
ask if they had any coriander, he kindly offered a free bunch to her without expecting anything in return.
The show cultivates ideas as it presents them to be very respectful and challenges the stereotype of a
modern Asian family in the modern 21st century. However, it can be argued that the cultivation theory is
invalid with Capital’s plot of the postcards. It has no meaning for the audience as it is just a plot for the
mystery aspect of the show.
