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Theorist : George Gerbner

Cultivation Theory - George Gerbner 

 Manipulation through mass media

 Cultivation - Prolonged and heavy exposure to TV cultivates (grows/develops) "a view of the world consistent with the dominant or majority view expounded by television."

Happens over a long period of time.

 TV presents a mainstream view of culture and society ignoring everything else.
In doing so, it distorts reality. 
Heavy television users are therefore more likely to accept this edited and distorted  view of reality.
Repeat usage.

Issues:
- Only looks at repeat users - not everyone excessively watches
- Similar to the hypodermic needle model
- Theory made in 1970's when there was only 3 channels, with the amount of media now it applies less
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