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Cultivation theory is a sociological and communications framework designed to unravel the enduring impacts of media consumption, with a primary focus on television.
George Gerbner introduced cultivation theory in the 1960s as part of the Cultural Indicators Project to examine the influence of television on viewers. Cultivation theory holds that long-term exposure to media shapes how media consumers perceive the world and conduct themselves.
Cultivation theory suggests that repeated exposure to media influences beliefs about the real world over time. George Gerbner originated cultivation theory in the 1960s as part of a larger cultural indicators project.
The cultivation theory was proposed by George Gerbner. It is one of the core theories of media effects. According to the theory, people who watch television frequently are more likely to be influenced by the messages from the world of television.
Cultivation theory examines the long-term effects of television viewing on viewers' conceptions of social reality. Cultivation analysis initiated as part of the Cultural Indicators Project founded by George Gerbner in the late 1960s.
Cultivation theory was developed by communication scholar George Gerbner in 1969 to explain how mass media (especially television) influences people over time. Gerbner proposed that media presents homogeneous messages about issues like crime and violence.
Seminal scholar George Gerbner introduced cultivation theory in the 1960s as a means of examining the long-term, cumulative implications of growing up with and being immersed in the messages conveyed on television.