Cultivation Theory

Cultivation theory was a theory composed originally by G. Gerbner and later expanded upon by Gerbner & Gross , they began research in the mid-1960s trying to study  media effects, specifically whether watching television has an influence on the audiences idea and perception of everyday life.  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 far worse and dangerous place then it actually is.

Cultivation research is one that studies media effects (in my opinion one of the most controversial areas of media research). Cultivation theorists posit that television viewing can have long-term effects that gradually affect the audience. Their primary focus falls on the effects of viewing in the attitudes of the viewer as opposed to created behaviour.