Cultivation Analysis is a project associated with:
(A) Dennis McQuail
(B) George Gerbner
(C) Cees Hemelink
(D) James Halloran
Correct Ans: (B)
Explanation:
Cultivation Analysis is part of George Gerbner’s Cultivation Theory. It studies how television shapes viewers’ perceptions of reality. Gerbner’s research was conducted through the Cultural Indicators Project. It examined how repeated exposure to TV content influences beliefs and attitudes.
Gerbner found that heavy TV viewers see reality as TV portrays it. This often leads to the “Mean World Syndrome.” It is the belief that the world is more dangerous and violent than it is.
This Analysis links media exposure to societal attitudes. George Gerbner remains the central figure of this concept.
