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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 is a sociological and communications framework designed to unravel the enduring impacts of media consumption, with a primary focus on television.
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.
Originated by George Gerbner in the 1960s, this theory is most frequently applied to television viewing and suggests that frequent television viewers’ perceptions of the real world become reflective of the most common messages advanced by fictional television.
Cultivation analysis is well suited to multinational and cross-cultural comparative study (Gerbner, 1977, 1989; Morgan, 1990). In fact, such study is the best test of system-wide similarities and differences across national boundaries, and of the actual significance of national cultural policies.
Cultivation theory, initially proposed by George Gerbner in 1969, draws a link between the pervasiveness of violence on television and the perception among viewers who spend a great deal of time watching television that the world is a mean and dangerous place.
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.
Cultivation theory (aka cultivation hypothesis, cultivation analysis) was an a theory composed originally by G. Gerbner and later expanded upon by Gerbner & Gross (1976 – Living with television: The violence profile.
Cultivation as a macrolevel system of explanation about mass media was introduced by George Gerbner (1967, 1969a, 1969b, 1973), who then assembled a research team to help him conduct a series of empirical tests of his system of explanation.
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.