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Cultivation theory was founded by George Gerbner.It was developed to seek out the influence that television media may have on the viewers. Most of the formative research underlying cultivation theory was conducted by Gerbner along with his University of Pennsylvania colleague Larry Gross and their students-turned-colleagues Michael Morgan and Nancy Signorielli. [4]
Cultivation theory argues that media can shape our perceptions of reality by presenting a consistent and repetitive message over time. [5] It suggests that heavy exposure to media, particularly television, can lead to a "cultivation" of a particular set of beliefs. Cultivation theory was proposed by George Gerbner in the 1960s. [6]
The most recent interest surrounding UGT is the link between the reason why media is used and the achieved gratification. UGT researchers are developing the theory to be more predictive and explanatory by connecting the needs, goals, benefits, consequences of media consumption and use along with individual factors.
Accordingly, cultivation theory laid the theoretical groundwork for the mean world syndrome, which Gerbner defined in the CIP. It is the phenomenon in which people who watch moderate to large amounts of television are more likely to perceive the world as a dangerous and frightening place. [7]
Cultivation theory, George Gerbner's model of media effects; A common translation for several terms originating in Chinese and broader East Asian philosophy and literature, such as Qigong and Kung Fu practices (including martial arts), Self-cultivation, and certain supernatural tropes often featured in Xianxia fiction. As a proper noun
One alternative theory is the catalyst model [21] which has been proposed to explain the etiology of violence. The catalyst model is a new theory and has not been tested extensively. According to the catalyst model, violence arises from a combination of genetic and early social influences (family and peers in particular).
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.
Self-cultivation also alludes to philosophical models in Mohism, Confucianism, Taoism and other Chinese philosophies, as well as in Epicureanism, and is an essential component of well-established East-Asian ethical values. Although this term applies to cultural traditions in Confucianism and Taoism, the goals and aspirations of self-cultivation ...