CULTIVATION THEORY

Cultivation theory examines the long-term effects of television. This approach suggests that repeated exposure to television over time can subtly intervene with audiences perceptions of reality. George Gerbner and Larry Gross theorised that TV is a medium of the socialisation of most people into standardised roles and behaviors. Cultivation theory suggests that TV influences the audiences viewing it to the extent that their world view and perceptions start reflecting what they repeatedly see meaning TV is considered to contribute independently to the way people perceive social reality and will have an effect on the audience's attitudes and values. Cultivation theory has both narrow and broadened aspects. For example narrow in the sense that it only focuses on one medium that is television and broadened in the sense it addresses the macro question about medias role in society and how it impacts the audience. 

This theory consists of three basic viewers that are analysed:

Heavy viewer: Those who watch four or more hours a day are labelled heavy television viewers. The heavy television viewers often give answers based on the way that the world is portrayed within the media and on television.

Light viewer: Those who view less than four hours per day, according to Gerbner are light viewers and may not be as heavily impacted through the media. 

Moderate viewer: Those who watch television, not more than four hours but they still watch television in between routines throughout their day - this still can influence the way an audiences values may change.