Soce lectre on MEdia - Cultivation theory(gerbner et al...

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Cultivation theory (gerbner et al, 1994; 2002) argues that enduring exposure to TV has subtle and cumulative effects. TV is argued to shape views of social reality. Since TV reality is exxagerrated and fictitious, heavy viewers come to have a distorted perception of the world—TV cultivates reality. Content analysis research has shown that such topics as crime, violence, and particular occupations, such doctors, lawyers and police officers are overrepresented on TV. The more people watch TV, the more they see the real world as similar to the world portrayed on TV. This means they will perceive a greater real-world incidence of the overrepresented entities that are shown on TV, such as crime, violence….etc. This may result in biased beliefs and some interesting behaviors. TV exposure influences perceptions on reality. Heavy viewers perceive greater affluence of the U.S, greater consumption patterns ( of sports activities, alcohol, etc) and materialism. Cognitive psychology has demonstrated how cultivation affects work. People learn from
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