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George Gerbner

George Gerbner (August 8, 1919 – December 24, 2005) was a professor of communication and the founder of cultivation theory which states that the high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. He is one of the pioneers in the field of communication research. In 1956, Gerbner attempted the General Purpose of Communication Model. His model suggests that communication as an open system may be regarded as subjective, selective, variable and yet unpredictable.