Cultivation theory suggests that extensive television viewing shapes people's understanding of social reality, especially for topics they have little direct experience with. It was developed by George Gerbner to study television's long-term influence. While effects are small and gradual, the cumulative impact of television exposure can significantly influence viewers' ideas of everyday life. In Odisha, weddings have shifted from one-day events at homes or temples to more elaborate multi-day affairs, adopting rituals like henna application and 7 phere ceremonies popularized on television serials, showing how televised messages can amplify cultivation effects by influencing social norms.

1. Changing Rituals in Odia Weddings Explained Under Cultivation Theory
Chetna Sethia
1537138
Cultivation theory in its most basic form, suggests that television is responsible for shaping, or
‘cultivating’ viewers’ conceptions of social reality. The combined effect of massive television
exposure by viewers over time subtly shapes the perception of social reality for individuals and,
ultimately, for our culture as a whole. People who watch a lot of television are likely to be more
influenced by the ways in which the world is framed by television programs than are individuals
who watch less, especially regarding topics of which the viewer has little first-hand experience.
Cultivation theory (sometimes referred to as the cultivation hypothesis or cultivation analysis)
was an approach developed by Professor George Gerbner, dean of the Annenberg School of
Communications at the University of Pennsylvania. He began the 'Cultural Indicators' research
project in the mid-1960s, to study whether and how watching television may influence viewers'
ideas of what the everyday world is like. Cultivation research is in the 'effects' tradition.
Cultivation theorists argue that television has long-term effects which are small, gradual, indirect
but cumulative and significant.
Over the decade, the Odia weddings have observed a shift in the rituals. Previously, Odia
weddings used to be a one-day affair that would specifically take place in the bride’s house or a
temple. They didn’t have the concept of applying henna on the hands of bride and her family.
Also, there used to be no 7 phere.
But with the advent of television serials, things have changed. In TV serials, no matter what
religion the characters belong to, the wedding episodes have been noticed to be as grand as it can
be. With rituals like Haldi, Mehendi, 7 Phere around the holy fire, being elaborately shown,
people have started making it a part of their social reality. Ideas of bachelor’s party, spinster’s
party, honeymoon, and baby-moon have also become apparent as a result of what is popularly
shown in TV serials very commonly. So this is how the televised message tends to amplify the
cultivation effect.