Cultivation theory
Origin and founders

Cultivation theory was founded by George Gerbner. It was developed to seek out the influence that television media may have on the viewers. Most of the formative research underlying cultivation theory was conducted by Gerbner along with his University of Pennsylvania colleague Larry Gross and their students-turned-colleagues Michael Morgan and Nancy Signorielli. Gerbner formulated his paradigm for mass communication in 1973 which included three types of analysis. The first type of analysis is message system analysis. Message system analysis aims to identify the content of message patterns in television and media. This includes the focus on gender, race, and ethnicity in relation to topics, such as violence. The second type of analysis is the cultivation analysis that is defined as the longitudinal surveys of people's opinions on certain subjects with the key variable being levels of media reception such as television viewing. Most of the research under cultivation theory involves cultivation analysis. The third type of analysis is institutional process analysis, which looks at what institutions are supporting and distributing the content in media. These three analyses are known as the cultivation theory.
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