He stated that the longer you are exposed to ideas in the media the more likely the public are to believe it. This is also known as the 'drip drip theory' as it slowly changes peoples views over time. For example according to the theory people who frequently watch television, are more likely to be influenced by the messages from the world of television, the medias influence goes to such an extent that their world view and perceptions start reflecting what they repeatedly see and hear on television. Television is, therefore, considered to contribute independently to the way people perceive social reality.
Cultivation Theory -
The idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world round.
The idea that cultivation reinforces mainstream values (dominant ideologies)
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