What is the 'Cultivation' theory?
George Gerbner, a professor of communications, founded the Cultivation theory in the 1960s as a part of the Cultural Indicators Project. The theory suggests that long-term exposure to particular media can shape the way that the consumers perceive the world around them.
How can this theory be applied?
The cultivation hypothesis states that the more television people watch, the more likely they are to hold a view of reality that is closer to television's depiction of reality. For many people who consume a lot of television, the delusional reality is what they truly believe the real world to be like, due to such long exposure to a certain 'fake' world.
What are the weaknesses of this theory?
When the cultivation theory is put into practice, the evidence shown is weak and limited. Also, some people have criticized that it can lead to an increased fear in violence, leading consumers to want to stay home and watch more television, further increasing their fear.
Comments