Cultivation theory proposes that repeated exposure to media over time influences perceptions of social reality. 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.

Key Takeaways

Cultivation theory suggests that repeated exposure to media influences beliefs about the real world over time

Definition and Origins

George Gerbner first proposed the idea of cultivation theory in 1969

Critiques

Some media scholars take issue with cultivation because it treats media consumers as fundamentally passive.

Mean World Syndrome

Gerbner’s original focus was on the influence of television violence on viewers.

Sources

Gerbner, George.

The cultivation theory became more established, Gerbner refined it to better explain the influence of media by adding the ideas of mainstreaming and resonance in the 1970s.

Mainstreaming happens when heavy television viewers who would otherwise hold very different views develop a homogenous view of the world

Research

Recent studies have explored the impact of media on perceptions of family, sex roles, sexuality, aging, mental health, the environment, science, minorities, and numerous other areas.

Source

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