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Diagram summarizing the process of cultivation theory from a psychological point of view. [ 1 ] Cultivation theory is a sociological and communications framework designed to unravel the enduring impacts of media consumption, with a primary focus on television. At its core, the theory posits a compelling hypothesis: individuals who invest more ...
[3] [26] The documentary features Gerbner himself speaking about his research on violence in media and the effects this has had on the American public since the addition of sound to television in the 1930s. The film is narrated by Michael Morgan who worked closely with Gerbner on his research about cultivation theory and mean world syndrome.
George Gerbner(August 8, 1919 – December 24, 2005) was a professorof communicationand the founder of cultivation theory. He taught at Temple University, Villanova University, and the University of Pennsylvania. [1][2] Personal life. [edit] Early life and education.
Photo of George Gerbner, founder of cultivation theory. This theory was created by George Gerbner as an alternative way to look at the correlation of violence as seen on television and the individual. Gerbner describes the violence seen on television that most of the population was viewing as "happy violence".
George Gerbner, the founder of the cultivation theory, expanded Lasswell's model in 1956 to focus "attention on perception and reaction by the perceiver and the consequences of the communication". [19] Laswell's 5W model of communication was expanded by Richard Braddock into a 7W model in his 1958 paper "An Extension of Lasswell's Formula".
Not all media effects are instantaneous or short-term. Gerbner (1969) created cultivation theory arguing that the media cultivates a "collective consciousness about elements of existence." [52] If audiences are exposed to repetitive themes and storylines, over time, they may expect these themes and storylines to be mirrored in real life. [7]
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". [11] [12] [13]
Gerbner's theory claims that television is a centralized system of storytelling and causes the distortion of reality. Cultivation Theory argues that the more time people spend "living" in the television world, the more likely they are to believe social reality aligns with the "reality" portrayed on television.