Cultivation Theory

Devised by George Gerbner, cultivation theory proposes that television viewing makes an independent contribution to people's conceptions of social reality. The central hypothesis of cultivation research is that those who spend more time watching television will be more likely to hold beliefs and assumptions about life and society that reflect the most stable messages embedded in television's dramatic programs. Television entertainment offers vivid and repetitive “lessons” regarding gender, race, class, sexuality, age, and other sociocultural dynamics. Over ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles