Cultivation theory: The role of web-based digital broadcasting platforms on people's conceptualizations of social reality and perceptions of the world

The main aim of this thesis is to understand the contribution of message systems identified in digital platforms to people's conceptualizations of social reality and perceptions of the world. The research examines digital broadcasting platforms in Turkey as an example. Additionally, it represents a first for Turkey by basing its analysis on the Cultivation Theory with respect to digital broadcasting platforms. The participants of the study have been growing up with digital broadcasting platforms that have been on air for approximately 20 years. Therefore, it is important to understand the role of these platforms in the upbringing of young people. The cultivation role of digital web platforms is presented within the framework of the theory's propositions. In this regard, interrelated analyses of message systems and cultivation are conducted. The analysis of message systems focuses on the narratives of digital broadcasting platforms, while the analyses of cultivation and mainstreaming aim to understand the role of these platforms in conceptualizations of social reality and perceptions of the world. Series broadcasted on BluTv, Netflix, and PrimeVideo are examined in terms of their subject matter, characters, presentation of sexuality, and violence. Based on the findings of the message system analysis, cultivation and mainstreaming tests are conducted. In addition, a series of tests are conducted within the framework of the criticisms by Paul M. Hirsch, who heavily criticizes the Cultivation Theory. Among the 18 cultivation hypotheses presented as a result of the message system analysis, evidence of cultivation is found in 2 of them. In the tests prepared within the framework of mainstreaming, 15 significant results are identified. Therefore, it is concluded that digital broadcasting platforms have a cultivation role on young people. As for the results of the cultivation tests prepared in response to the criticisms, no support for Hirsch's criticisms is found. KeyWords: Cultivation Theory, Digital Broadcasting Platforms, Social Reality Perceptions, Message System Analysis, Violence.