Which of following scholars, first worked on the ‘Cultivation Theory’ ?

Correct option is C

The Cultivation Theory was first developed by George Gerbner in the late 1960s and early 1970s. This theory explores the long-term effects of television on audiences, particularly how continuous exposure to media content shapes perceptions of reality. Gerbner's research, conducted through the Cultural Indicators Project, suggested that heavy television viewers are more likely to perceive the world in ways that align with the repetitive patterns of messages presented in television content.

Gerbner introduced the concept of "Mean World Syndrome," which describes how people who consume a large amount of violent media tend to believe the world is more dangerous than it actually is. The theory is widely used in media studies to understand how mass media can influence societal norms and attitudes over time.

Information Booster:

• Donald Shaw – Along with Maxwell McCombs, he is best known for developing the Agenda-Setting Theory, which suggests that media influence what people think about by determining which topics are given prominence.
• Jennings Bryant – A media scholar known for his contributions to media effects research, including theories on media entertainment and its psychological impact.
• Dorina Miron – A researcher in mass communication, but not related to the development of Cultivation Theory.