Cultivation Theory – Gerbner

Exposure to television over long periods of time cultivates standardised roles and behaviours. Gerbner used content analysis to analyse repeated media messages and values, then found that heavy users of television were more likely, for example, to develop ‘mean world syndrome’ – a cynical, mistrusting attitude towards others – following prolonged exposure to high levels of television violence. Gerbner found that heavy TV viewing led to ‘mainstreaming’ – a common outlook on the world based on the images and labels on TV. Mainstreamers would describe themselves as politically moderate.