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- Unlike the Social Learning Theory,
the Cultivation Theory takes into consideration how much telelvision people
watch.
- George Gerbner divided viewers into two groups:
heavy users (4 hours or more per day) & light users (up to 2 hours
per day). (Griffin, 2003).
- Depending on which group you fall into contributes
to how much you will potentially be influenced by what you see on TV.
- This theory also mainly focuses on violence
on TV, but it can be applied to any TV viewing.
- What is mainly presented with this theory
is that our perceptions of social reality are heavily influenced by what
we see in the media.
- The more we watch TV, the more we start to
believe that our reality is like what we see on TV.
- We create a reality for ourselves based on
what we view in the media. (Larson, 2001).
- Based on this theory, it could be predicted
that heavy viewers of TV tend to hold a more traditional gender stereotype
in their head based on what they see in advertisements.
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