Television Cultivation Theory

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The emergence and accessibility of TV in the late 1950’s / early 1960’s was the single biggest development in media and mass communications since the emergence of radio broadcast. Disruptive technology, like TV, has dramatic impact on societies around the world. Television is a world onto itself.
Cultivation theory is generally perceived to examine the long terms effects of television on the viewers perception of the reality in the society in which they live.

The theory itself has evolved since Gerbner’s conception of cultivation analysis in 1960s. It has been critically assessed by theorists including Potter, Hersch and ZXXXXX, however many of their observations have enriched the approach in the application and evolution of the theory. Despite critiques it ‘has become one of the most influential approaches to
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Exaggerated perceptions of violence and the overrepresentation of police activity and lawyers on TV proved to skew how heavy viewers see the real world. For example, when asked about the number of people in society working in law enforcement heavy viewers believed 5% (TV answer) as opposed to light viewers who believed only 1%(closer to the real-world figure) were involved. A similar pattern in attitudes was obtained when looking at perceptions of violence and the trustworthy nature of people in society. In both cases, heavy viewers proved to have a more correlated understanding of the world around them with the view that was presented by the TV world. The findings of this early cultivation research were significant for future studies as it provided a framework and basis for further expansion of the
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