- The idea that exposure to repeated patterns of representations over long periods of time can shape and influence the way in which people perceive the world around them.
- The idea that cultivation reinforces mainstream values
- That media messages aren't directly injected into the passive media audience but they are built up by a series of repetition and enforcing of the message. This then instates the hegemony.
- This is similar to what Altusser describes as interpellation the process of hearing and seeing similar messages in media texts so that the ideology in enforced onto the audience, which in term makes them passive.
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