J Brown Media Studies

Cultivation Theory-George Gerbner Gerbner studied the effects of TV on people and how the media tends to repeat representations of people or groups of people over and over again (in short, gradual long-term effect). The effects of the media build up over time and reinforces our perception of what is portrayed in the media as real as it changes the dominant ideologies in society. Gerbner believes that these repeated representations grow or 'cultivate' our ideas and might change our perceptions and ideas over time. Another effect Gerbner identified was resonance. In the case of resonance, people find examples of aspects of their own lives that appear to correlate with what they see on television. This has an amplifying effect on perceptions of the world around them, where their own experiences, thoughts and feelings about society appear to be congruous with what they see on television. This can result in mean world syndrome, where people believe the world to be a more dangero...