MTV and the Cultivation of Stereotypes

The widespread significance mass media holds in modern life has become, to a recognizable degree, an influencing factor in the thoughts and opinions of not just the U.S., but also of societies across the globe. It has raised concerns for some, possibilities for others and neutrality on other accounts. Above all, the attention it has received from its importance has garnered interest into the inner workings of the influence it exerts on populations and the individuals that comprise it. 
With these theories on the science behind the media in mind, one can approach phenomena in news and in everyday life from several varying angles, in a hope to better understand the full power of the forces behind it. One such concept, known as cultivation theory, can be applied, for example, to a late 2009 dispute between members of the Italian-American community and popular television station, MTV, that received coverage from several news sources.

The idea behind cultivation is this: people with strong exposure to certain mediums like television are more likely to view the scenarios and situations depicted within it as commonplace and, perhaps most significantly, as reality.

An article appeared on FOXNews.com last November, in which MTV reality show, Jersey Shore, came into accusations of depicting Italian-Americans in a negative light and encouraging Americans to stereotype the group as a whole. The story featured two national Italian-American organizations, UNICO National and the National Italian American Foundation, both of which were seeking the cancellation of the show.

In his interview with the news organization, UNICO National President Andre DiMino, expressed his dissent with MTV's decision to air the show despite the concerns that came out during the program's promotional phase: "They're trying to sweep it under the rug, this very outward and blatant stereotyping that they're advocating. I'm going to determine what our next steps are going to be. We just can't remain silent. We've lived through 'The Sopranos' when we were all gangsters and thugs, and now we're being portrayed as buffoons."

The concept behind the concerns of these groups becomes clearer when the cultivation theory is incorporated into the mix: it would mean that, once Jersey Shore became widespread, Americans would apply the concept of spray-tanned, party-loving, self-proclaimed "guidos" to all Italian-Americans, and as a result damaging the reputation of the group. A commercial for the show can be viewed below:

This is explored further in another story that appeared in TIME in December of last year. In it, the opinion of English professor Gina Barreca, who worked on a series of essays examining the portrayal of Italian-Americans in HBO's The Sopranos. She stated that the "Guido subculture," as it is referred to in TIME, that is featured on Jersey Shore is "a celebration of ignorance.

As likely obvious from its current large viewership, Jersey Shore is still being aired, and has even entered into its second season. While, at this point, opinions on whether or not the show has actually caused a negative impact on the nation's image of Italian-Americans are still greatly varied, it is clear that the concerns that were and are still being raised as well as the idea of the "nation's image" itself can be explained and better understood through the concept of cultivation theory.