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Cultivation theory, developed by Professor George Gerbner, dean of the Annenberg School for Communication at the University of Pennsylvania, and Professor Larry Gross, director of the Annenberg School for Communication at the University of Southern California, derived from several large-scale projects "concerned with the effects of television programming (particularly violent programming) on the attitudes and behaviors of the American public" (Miller, 2005, p. 281) in the 1960s and 1970s.

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  • Cultivation theory
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  • Cultivation theory, developed by Professor George Gerbner, dean of the Annenberg School for Communication at the University of Pennsylvania, and Professor Larry Gross, director of the Annenberg School for Communication at the University of Southern California, derived from several large-scale projects "concerned with the effects of television programming (particularly violent programming) on the attitudes and behaviors of the American public" (Miller, 2005, p. 281) in the 1960s and 1970s.
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  • Cultivation theory, developed by Professor George Gerbner, dean of the Annenberg School for Communication at the University of Pennsylvania, and Professor Larry Gross, director of the Annenberg School for Communication at the University of Southern California, derived from several large-scale projects "concerned with the effects of television programming (particularly violent programming) on the attitudes and behaviors of the American public" (Miller, 2005, p. 281) in the 1960s and 1970s. Miller (2005) says, "The widespread influence of television...was a concern for many scholars and policy makers. In the late 1960s, civil unrest, the assassinations of Bobby Kennedy and Dr. Martin Luther King, Jr., and other events convinced many that we had to know more about how television affects us" (p. 282). Gerbner and his colleagues at the University of Pennsylvania took a large role in the research projects, which included the National Commission on the Causes and Prevention of Violence in 1967 and 1968 and the Surgeon General's Scientific Advisory Committee on Television and Social Behavior in 1972.
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