In this lecture, we will discuss Cultivation Theory and its concepts,According to Gerbner & Gross (1976), cultivation is a socio-cultural theory about how television influences viewers' perceptions, beliefs, attitudes, and values. When it was first thought of, it was a part of a larger project on cultural indicators that looked at the role that media play in shaping a culture, mostly through the way it tells stories.
#media #masscommunication #massmedia #theory #cultivation #gerbner&gross #mediastudies #mediatheories
