'The more we live with TV, the more invisible it becomes (Chandler 1995)
- Was an approach developed by Professor George Gerbner
- Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a more dangerous place than it actually is
- Theorists break down the effects of cultivation into 2. First order - is a general beliefs about the our world such as , and second order - which are specific attitudes, such as hatred towards government/law, paedophiles, etc.
Examples
Horror movies - make people think the world is dangerous, excessive amount of murderers, paedophiles.
