Cultivation theory is a social theory which examines the long-term effects of television.To put it basically:In its most basic form, cultivation theory suggests that exposure to television, over time, subtly "cultivates" viewers' perceptions of reality.
Who's theory is it?
Originally by G. Gerbner and later expanded upon by Gerbner & Gross (1976 – Living with television: The violence profile. Journal of Communication, 26, 76.)
When and why?
They began research in the mid-1960s endeavoring to study media effects, specifically whether watching television influences the audiences idea and perception of everyday life, and if so, how.
Clear hypothesis of the theory and why he decided to investigate it
Gerbner's basic prediction was that heavy TV viewers would be more likely than light viewers to see the social world as resembling the world depicted on TV."[3] Stated most simply, the central hypothesis explored in cultivation research is that those who spend more time watching television are more likely to perceive the real world in ways that reflect the most common and recurrent messages of the television world, compared with people who watch less television, but are otherwise comparable in terms of important demographic characteristics.
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