Cultivation theory

Originally proposed by Gerbner and Gross:

Cultivation theory states that high frequency viewers of television are more susceptible to media messages and they belief that they are real and valid.The combined effect of massive television exposure by viewers over time subtly shapes the perception of social reality for individuals and ultimately for our culture as a whole.Gerbner classified into two groups.Heavy watchers and light watchers.He predicted that heavy viewers saw the world as more dangerous than light viewers.Cultivation theory predicts not the direct impact on our thinking regarding some issues but very way we view the world.

This heavy viewer ship of TV (or any media) cultivates these attitudes within viewers. Whether the attitudes are correct or incorrect is still open to discussion and gets to the question of to what extent reality shapes TV and vice versa. Certainly a theory and by no means a proven fact, but an interesting one nonetheless. 

Strengths :

1)Provides detailed explanations of T.V's Role

2)Provided basis for social change

3)Redefines effect as more than observable behaviour change

Weaknesses:

1)Assumes homogeneity of TV content

2)Focus on heavy users of TV