Cultivation theory (Gerbner)

Cultivation theory, developed by George Gerbner in the 1960s and 1970s, is a key media effects theory that argues long-term exposure to television content shapes viewers' perceptions of social reality. Gerbner proposed that television, as a dominant storytelling medium, cultivates a shared worldview among heavy viewers, leading them to believe the real world mirrors the fictional world they see on screen. This theory is particularly relevant to the WJEC A-Level Media Studies curriculum, where it is used to analyse how media representations influence audience attitudes, especially regarding violence, crime, and social norms.

At its core, cultivation theory distinguishes between heavy and light viewers. Heavy viewers (those watching four or more hours of TV daily) are more likely to adopt the 'mean world syndrome' — a belief that the world is more dangerous and violent than it actually is. Gerbner's research, particularly the Cultural Indicators Project, measured this through 'cultivation differentials' — the difference in perceptions between heavy and light viewers. The theory also introduces concepts like 'mainstreaming' (where heavy viewers converge towards a common, TV-shaped perspective) and 'resonance' (when real-life experiences amplify cultivation effects).

Cultivation theory fits into the wider subject of media studies as part of the 'audience' topic, contrasting with active audience theories like the uses and gratifications model. It is often critiqued for being too deterministic and for focusing on television in an era of fragmented digital media. However, it remains influential in understanding how repeated media messages can shape societal beliefs, making it essential for students analysing media power and representation in their exams.