The theory was developed by George Gerbner.
Television has gradual long term effects.
They reinforces the norms.
Reinforces someones opinion rather than change.
Doesn't take in the audiences life experiences.
People want to read/see what they want. E.g a guy against immigration so will read newspapers that backs up his opinions. Again reinforces opinion.
Grant Abbitt (2014) Cultivation theory - audience theory. Available at: https://www.youtube.com/watch?v=7hKaIeAi7OI (Accessed: 24 November 2015).
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