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Cultivation TheoryA theory propounded by George Gerbner and colleagues based on their analysis of television content, Cultivation Theory focuses on the influence of the mass media on the attitudes and perceptions of reality. According to Gerbner, media cultivates a certain false image of reality and circulate it. The values perpetuated may involve themselves with gender roles, ethnicity, political attitudes, violence et cetera. Insofar as media users fall back on the media for interpretation, they tend to believe more in the reality of media fictions (as depicted on television/the media) than in the objective reality surrounding them. Cultivation analysis usually involves the correlation of prevailing images in the mass media with a survey on their influences on viewers, as it concerns itself with viewer effects rather than resultant viewer behavior.
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