Question: How was the cultivation theory developed?

George Gerbner introduced cultivation theory in the 1960s as part of the Cultural Indicators Project to examine the influence of television on viewers. Cultivation theory holds that long-term exposure to media shapes how the consumers of media perceive the world and conduct themselves.

When did cultivation theory start?

1960s Cultivation theory examines the long-term effects of television viewing on viewers conceptions of social reality. Cultivation analysis initiated as part of the Cultural Indicators Project founded by George Gerbner in the late 1960s.

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