In is not something you see easily but

In 1960s, George Gerbner
came up with a new idea about media studies. He tried to explain media effects
by Cultivation theory which assumed that
the media has long term effects on audiences. For Gebner, media helps growing certain
ideas through representations and discourse. (Gerbner, 2000) Gerbner and his
friends started a project based on Gerbner’s hypothesis. Gerbner said “Our research project called Cultural
Indicators has tracked the central streams of television’s dramatic content
since 1967, and has explored theconsequences of growing up and living with
television since 1974.” (Gerbner, 2000) This project was trying to explore media processes and finding out especially
violent programming effects on audiences. In a part of the project they were
trying to find out the relationship between audience attention to media
messages and their conceptions of social reality. They found out, over time,
the attention to television cultivates audiences’ understandings of reality.
They assumed that the cultivation effects are affecting even the light
television viewers because of the television’s (media) function as a
socialization and enculturation tool. (Gerbner, 2000) This theory also suggests
that the impact on users overtime also affects the whole culture. In 80s, Gerbner
noted that the process and impact is not something you see easily but a complex
development based on the interactions between medium and audience. Gerbners
research was a long term work. It was a multinational and cross-cultural
comparative study used over the world from Japan (Saito,
1981) to Argentina (Morgan and Shanahan, 1991). (Gerbner, 2000)

Gerbner said about his research Project
“International work in cultivation analysis attempts to answer the question
whether the medium or the system is the message. It reveals the extent to
which, and the conceptions of social reality congruent with its most stable and
recurrent messages and images.” (Gerbner, 2000) 
Gerbner’s theory was assuming that the television culture was more influential
than other forms of mass media because it was playing a main role in America. He
was thinking that television did not causing bad behavior of violence but it
was shaping individuals’ beliefs and actions about society and others. For Gerbner
television was serving for status quo not fighting against it. He had a term “Mean
world syndrome”. It was reffering watching television more than four hours a
day could make you feel like the world is mean against you. Finally he was assuming
that television did not showing the truth or reflecting the reality but
creating an alternative world and reality. (Gerbner, 2000) Gerbner was also
assuming there were several factors which were influencing the level of cultivation:
Like age, gender, the amount of watching television, watching television alone
or with someone, feeling familiar with the situation. (Gerbner, 2000) This
research was focused on cultivation’s effects of individuals but not their backgrounds.
Not giving any importance of the personality or living situations that the
people has.  They did not give importance
about genres too. They took a cartoon’s violence as same as a reality show’s violence. 

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