The cultivation theory divides audience into Light Viewers and Heavy Viewers
- Heavy Viewers are affected by the Mean World Syndrome, where they believe the world is nastier than they think.
These watch TV for 4 or more hours a day.
- Light Viewers watch the TV for less than 4 hours a day.
Chandler put forward the argument that "The more we live with TV, the more invisible it becomes"
believing that what we become tolerant of what we watch on TV, if we watch a lot of violence on TV then we will believe its socially acceptable to be more violent.
It was put forward that the more TV you watch; the more materialistic you get, indifferent about environmental issues, more racist and more violent
George Gerbner observed that in primetime, TV was 80% violence. So, heavy viewers was watching 80% violent TV, if his theory was correct, proving that the Heavy Viewers would get about 80% more violent due to their tolerance with violence in real life.
The Hypodermic Needle theory
When the entire concept of advertising and conveying a message was still fairly new, when TV was only a couple of decades old, Governments was interested with advertising and in effect, Propaganda was created to try and persuade people to do as they said, exactly.
The Hypodermic Needle theory suggests that the message relayed in advertisements will transmit itself into the mass consciousness of the mass audience, it implies that all audiences are passive or heterogenous. That what we watch on TV will affect us directly and brainwash us into doing what the media makers want, if they advertise a lot of violent TV then we will be violent.
The Uses and Gratification theory
This theory is different to the preceding two theories as both of them (Gerbner and Lazasrfeld)
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