He focuses on his research in related to four attitudes.
Findings of George Gerber
- George Gerber argues that heavy television viewing creates an exaggerated belief in a scary world. Cultivation theory suggests heavy viewers will regard the world as more dangerous than light viewers. He argue that television has long term effect which are small, gradual , indirect but cumulative and significance effect.
- Gerber emphasizes the symbolic content of television drama. Television has belated religion as the key storyteller in our culture. It is responsible for shaping or cultivation viewers conceptions of social reality.
- Violence is television’s principal message, and particularly for devoted viewers. Gerber found that the portrayal of violence varies little from year to year. Over half of prime-time programs contain violence or the threat of violence. Two-thirds of the major characters are caught up in violence; heroes are just as involved as villains.
- Gerber argue that the mass media cultivate attitude and values which are already present in a culture. The media maintain and propagate these values amongst members of culture thus binding together. Old people, children, Hispanics, African Americans, women, and blue-collar workers are more often victimized.
- Television places marginalized people in symbolic double jeopardy(risk) by simultaneously under representing and over victimizing them. Not surprisingly, marginalized people then exhibit the most fear of violence as a result of television programming.