Cultivation Theory-George Gerbner

Cultivation Theory-George Gerbner

- His theory follows the idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them for example (cultivating particular views and opinions). Specifically whether watching television influences the audiences idea and perception of everyday life.

- He believes that cultivation reinforces mainstream values.

- His ideas are that media messages aren't directly injected into the passive media audience but they are built up by a series of repetition and enforcing of the message.

- He states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. 

- The Cultivation Theory suggests that "The more you look at television, the more you are likely to believe in the reality of the representation".