Cultural Effects Model.

(Drip Effect)
Developed by George Gerbner
If the same media messages are repeated often enough they will be accepted as fact, but audience members can resist these messages.

The Cultivation Effect model also suggests the audience are active and can 'decode' messages in media texts in a number of ways. People's responses are affected by their social background.

There are different types of readings:

• Dominant- An intended reading e.g. Male singer attracting heterosexual women.
• Oppositional- Not intended reading e.g. Male singer attracting homosexual men.

This relates to music video because lots of music videos have very repetative messages and images. Such as nudity;

Some people if they see this repeated throughout the music videos they watch they may think that behaviour like that is aceptable. Even messages like drugs and violence. Repeated and shown enough some poeple may start to think is okay.