Cultivation Theory

The cultivation theory was proposed by George Gerbner. It is a foundational theory of media impacts. The hypothesis contends that viewers of television who tune in regularly are more susceptible to the messages broadcast by the medium. The effect is so strong that what kids constantly see and hear on television begins to reflect in their worldview and views. Therefore, it is believed that television influences how people view social reality on its own.

Hypothesis

According to the theory, watching television frequently causes people to form particular views about reality, beliefs, and assumptions about how the world works that reflect the most enduring or universal ideals that are portrayed on television. When compared to those who watch less television but have similar demographic traits, those who watch more television are more likely to be impacted by what they watch.

The Theory

According to the theory, the media typically portrays a worldview that is not accurate. Television pictures are a fiction or exaggeration of reality. Beautiful ladies, wealthy people, violent criminals, and attractive gentlemen are all over the place. As a result, individuals develop skewed perceptions of reality and adopt a "television perspective" on the world.

Numerous concepts and ideas on various social and cultural phenomena, including race, gender, and sexuality, are presented on television. As viewers begin to absorb these concepts over time, a fixed image of distinct groups of individuals begins to take shape, which they subsequently employ as a road map for navigating life. People develop certain values, beliefs, attitudes, and wants as a result of this ongoing exposure to media information. Their vision of the world is shaped by these recent preconceptions, which in turn affect how others see them. As a result, people wind up unintentionally influencing their behavior and mental processes based on what they eat. In the modern world, individuals are beginning to rely more and more on television than on any other medium to comprehend the complex web of social conventions, beliefs, and mindsets.

Television is seen as a system of messages in cultivation theory study, which seeks to comprehend its purpose and effects on a viewer. These messages are organically and coherently related to one another. The focus of a cultivation analysis is on the results of repeated, prolonged exposure to television.

Application of Theory

According to a number of studies, those who watch television more often frequently exhibit greater levels of depressive and lonely inclinations, a sense of alienation, sentiments of distrust, and the belief that the world is a bad place. Students who watch more action-adventure shows over the course of six months are more prone to assume that the world is a very dangerous place, according to the results of an experimented study. Additionally, they think there is a good probability they will be directly involved in a violent incident. The opinions of other pupils, who did not watch as many action-adventure episodes as the test group, stand in sharp contrast to this. 

According to L.J. Shrum's research, people who watch television regularly are also more likely to respond to questions more quickly. Additionally, they provide responses that are based on the most prevalent or often seen television messages or visuals.

Conclusion

The cultivation theory has been widely used in the study of violence in television. The theory has been applied to explain why young viewers of violent cartoons develop aggressive tendencies. Violence on television frequently reinforces preexisting notions that the world is a perilous and hazardous place. The idea that violence is a normal reaction to conflict circumstances is further supported by exposure to media. Research in the area has changed throughout time, and currently cultivation theory is used in studies on politics, religion, sex roles, and other topics as well as health.