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Cultivation Theory

"They compare the power of
television to the power of religion,
saying that television is to modern
society what religion once was in
earlier times."

Developed by: George Gerbner and Larry Gross of the University of Pennsylvania
Derived from: Several large-scale research projects as part of an overall…

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Cultivation Theory

advert gives a positive image of the role of women in society which
could, through frequent viewing, cause audience members to believe
this is the norm.


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