Cultivation theory

Cultivation Theory 

was developed by George Gerbner and argued that television has gradual long term effects. they argue that these changes are not actually changes, but just reinforce the norms. People who watch more television are more likely to be influenced. This happens over time and with lotsof television viewing. it reinforces a person's opinion, rather than changes it.
Gerbner called this effect ‘mainstreaming’. Cultivation theorists distinguish between ‘first order’ effects (general beliefs about the everyday world, such as about the prevalence of violence) and ‘second order’ effects (specific attitudes, such as to law and order or to personal safety). There is also a distinction between two groups of television viewers: the heavy viewers and the light viewers. The focus is on ‘heavy viewers’. People who watch a lot of television are likely to be more influenced by the ways in which the world is framed by television programs than are individuals who watch less, especially regarding topics of which the viewer has little first-hand experience. Light viewers may have more sources of information than heavy viewers.
this theory does not take into account a persons' experience or personal background.
The audience is PASSIVE.

Mean world syndrome
television violence influenced the public's conceptions of violence in their lives and in society, making them more fearful. it is the belief that the world is more violent and brutal and dangerous than it really is.

those who absorb more media are the ones most influences. television and media cultivate the status quo, they do not challenge it.