It was given by George gerbner and Larry gross. It says that people gradually come to accept the view of the world as portrayed on TV (in particular) as a true representation of reality and adapt their hopes, fears and understandings accordingly.

More people view TV, more their ideas correspond with the television view. It is gradual and cumulative. It is a theory talking about media effects,research was done in intervals to prove this.

TV has become the source of the most broadly shared images and messages. Repetitive pattern of TV images forms the mainstream environment.

According to George Gerber research there are 3 viewers:

1. If we watch television less than 2hrs a day are considered as Light Viewers

2. If we watch television 2-4 hrs a day are considered as Medium Viewers

3. If we watch television more than 4 hrs a day are considered as Heavy Viewers

Criticisms of cultivation theory:

  • Simplistic
  • Society’s views can be affected by other issues like background
  • Other studies found that no proof existed of a relation between societal news and TV.  No casual relation
  • Positive effects not analysed. Light viewers also have impact because of TV. Heavy viewer’s impact has an impact on our society. But the age, sex, demography of these viewers were not considered
  • Audience is passive
  • Linear model.

{ 4 comments… read them below or add one }

Khadija Kanwal January 28, 2012 at 3:24 pm

thumbs up

Maya February 15, 2012 at 12:24 pm

It gives full detail about communication theory. Thanks…….

ndonwie bruno March 3, 2012 at 4:39 pm

thanks,all i wanted to know ,i’ve known it all

Mirza Ahmed Baig April 5, 2012 at 3:30 am

It is a wonderful idea to study the audience as a passive and shut up from what is going on around them. I think the opposite is to consider them very much active in the congnative process and mental upgradation which media poses to be champion. If you try ot hide the facts then you are expecting rather more damaging effects. But the concept that when you say a thing many many times the audience at least want to try it and it is all about consumption and advertisement. When audience are selective over programs they will become the agenda setters, have an upper hand and in this way try to think independently over the view point being described over any medium of mass communication. The theroy of uses and gratificaitons explains it. But you cannot have escape form undaunted advertisements of one product or the other. Zippig is the way to get rid of this menace for the time being but agin the audience have to see another advrtisement which means more and more consumption, spending, may be law lessness and an immoral activity.

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