by George Gerbner 1960s
Cultivation theory is a communications and sociological framework which posits that long-term exposure to media shapes how the consumers of media perceive the world as well as conduct themselves in life
- (Nabi & Riddle, 2008)
“the more time people spend ‘living’ in the television world, the more likely they are to believe that social reality aligns with reality portrayed on television.”
heavy viewing can result in the viewer adopting a set of beliefs based on content rather than facts beliefs of heavy viewers about the world are consistent with the repetitive and emphasized images and themes presented on television it cultivates a television-shaped world view