vue - SOC 421 Lecture Video 3

In this lecture we will learn about cultivation theory, which was put forward by George Gerbner. He found that people's beliefs about the world are influenced by the amount of mass media (specifically television) that they consumed. Since media puts forward a small range of stories, which are intended to keep our attention and direct us towards consumerism, our beliefs will be cultivated by them. We review how heavy viewing cultivates erroneous beliefs about the elderly, violence, and women.