Cultivation Theory And Social Media

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Adolescences is a time which can be related to sensitive time period in which both boys and girls under go physical and mental changes with psychological issues such as independent identity issue where they wanted to their independent identity (Epps & Hollin, 1993; Koovakki and Muhammad, 2010).Adolescences are a time which can be linked with extreme enthusiasm and unwanted and unnecessary boredom in their life (Museka and Kaguda, 2013). Social media is a productive forum for adolescent to try and experiment while adopting adulthood, it allow them to came in contact with individuals from different societies and cultures which my persuade them to adapt different cultures and norms which can be treated as unacceptable behaviors in their own societies …show more content…

Cultivation theory is really important theory of mass communication. This theory was developed by Gerbner in 1969 with the objective to explain the effects of television on viewers and phenomena of heavy viewers and low viewers. It provide basis for all the upcoming studies made in the direction of TV’s effect on its viewers. This theory explains that how an individual’s perception of reality can be altered and effected by the heavy viewership of TV. According to Potter (1993), this theory was developed on the base provided by cultural indicator project in 1967 by George Gerbner. Television is a medium which plays an impotent role in socialization of people in their functions in society (Gerbner, 1976). He deduces that realities shown on TV slowly take over the real social reality of the viewers, they started to judge others on the standards developed through television mediated reality (Gerbner, 1976, p. 175). Most commonly use of cultivation theory in any society can be observed through recognized violence (Gerbner, 1976), gender-roles (Morgan, 1983), marriage (Signorielli, 1991), sexuality (Brown, 2002), materialism (Shrum et al., 2005), and all other major topics on TV. One of the major factors behind cultivation theory is how much audience is exposed to content on TV. It suggest that more time any individual spent in front of TV he\she more likely to report congruence among social realities and social realities that are constructed by television (Signorielli, Gross, Morgan, & Gerbner,

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