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The Cultivation Of Materialism In The Fashion Community On Instagram, Emelie Vasquez

Capstone Showcase

Cultivation theory, proposed by George Gerbner, suggests that patterns across the media are used to warp viewers perceptions of reality, slowly creating beliefs and changing habits of frequent viewers. The theory was originally only applied to the study of television in the 1960s because it was the first medium of its kind to be accessible to anyone; there are no age or literacy restrictions for television. However, as media had evolved, cultivation theory has expanded. The theory can now be applied to other mediums such as social media. This paper explores the relationship between Instagram’s fashion community and materialistic values. …