Cultivation research

Question

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Cultivation research, developed by George Gerbner in the 1960s, focuses on the long-term effects of television. It suggests that people who watch a lot of TV are more likely to perceive the real world in ways that reflect the most common and repetitive messages and themes of the TV world, including the portrayal of violence. This perspective does not see TV violence as a source of release (catharsis) but rather as a factor that can reinforce societal power structures and norms, including the acceptance of violence as a means to solve problems. Cultivation research examines a wide range of television content, not just news and education but entertainment as well, and it is very much concerned with how media can influence perceptions of social reality, including power relationships.

Cultivation Research