Cultivation Theory
Television has become a necessity in today's world. From news to entertainment, from gossips to drama, from cooking to adventure, everything is showcased on it and this grab the attention of everyone despite of the race, gender, age, ethnicity or nationality they belong to. Almost all the people consider TV as their friend and an essential part of their lives and scientists, theorists and researchers have proved that what is shown on TV changes the viewer's perceptions and attitudes over the period of time. As rightly pointed out by Hammermeister, Winterstein, and Page (2005) in their research, "aside from occupational duties and sleep, the American nation spends more time watching television than at any other activity." (p.253) They also highlighted the fact that a normal American spends around 3-4 hours daily on watching TV which makes it 7-10 years of watching TV by the time he turns 70. Spending so much time watching television obviously has an impact on a person's life and personality which is proved by many researches and theories.
Cultivation theory, developed by Professor George Gerbner, (the Dean of Annenberg School of Communications at the University of Pennsylvania) after a series of research projects conducted by him on the cultural indicators during the mid -- 1960s, is one theory that identifies the impact of television messages on viewers attitudes. The theory identifies and explains that television programs have long-term effects on the viewers' minds.(University of Twente, 2013) The theory states that 'the more a person is exposed to a message provided by the media, the more likely that person is to believe the message is...
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