he theory of cultivation aimed at presenting a shift from the paradigm that had been presented by Paul lazarsfeld this theory was so popular and it had dominated in the 1940s. The cultivation theory is also called the stalagmite theory or the cultivation analysis. The theory comes up with a suggestion that the media effects occur just like the slow build up of the formations on cave floors which usually take their form after a continuous dripping of limewater from the ceiling above it. The emergence of the cultivation theory came as a result of the increase in television and the major aim of the theory by Gerber was to study the effects the televisions had on the viewers and their perception of the everyday world and how it is like (Richard & Harris, 2009).

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