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Defining the Cultivation Theory

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on April 24, 2008 at 10:19:37 pm
 

 

What is the Cultivation Theory?

 

Cultivation Theory suggests that exposure to television will cultivate a viewers perception of reality. From infancy television cultivates the minds of the population by planting images in our minds of what is socially acceptable. Though cultivation theory suggests heavy viewers are most affected, light viewers receive a ripple effect from the viewers due to the large amount of culture they affect. A good way of putting is people act based on what they see and hear.

 

George Gerbner spearheaded the investigation of television in 1967 to see how people are impacted by what they see. The assassinations of Martin Luther King Jr. and Bobby Kennedy among other issues during the late 60’s prompted the need for research on the effects of television.

 

Television is a prime source of the media and marketing, these things are all integrated within the medium of television and we are cultivated by what is shown. Rather it is a rape and people needing to put bars on their windows or the next new weight loss pill, people are cultivated by what they see.

 

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