Television plays a significant role in shaping viewers' social realities. This reality is cultivated and maintained by on-going television viewing and consumption of various types of media. The influence of media on its’ viewers is demonstrated through the cultivation theory created by George Gerbner. The cultivation theory has expanded to describe “the relationship of long-term television viewing to the indica

The repeated exposure to music videos can also change females’ attitudes toward their appearance. Snoop Doggs’ video in particular, portrays the “beautiful” woman as a light skinned, long hair, thin waist, big breast, big butt goddess. With the constant reference to the unrealistic looks of a video girl, many women become disappointed with their own looks. The average everyday girl is no longer seen as beautiful so females change their attitudes and values to achieve a look that guys will consider beautiful. As a result, women are now using plastic surgery to achieve the image of a perfect woman.

Cultivation Theory vs. Desensitization Theory

The cultivation theory involves learning and construction, the viewer learns by watching television and constructs an outlook regarding the real world based upon what has been learned from television. (Bryant & Thompson, 106) On the other hand, desensitization acts upon the real world ideology and mainstream American ideas. After the viewer has based his or her opinion of the music video, a decision is made to change values or attitudes based on the acceptance of women as sex objects in videos. For example, woman X feels as though women in videos are degrading themselves, but after she watches Snoop Doggs’ video in addition to several others that objectify women, woman X may change her mind about viewing sexually explicit scenes in videos as taboo and may even change the likelihood that she would also be in a music video.

Sexism and the exploitation of women is a part of the learned mainstream American culture. Hip-hop culture is frequently condemned for its use of women as sex objects, but with mainstream American ideas being embedded into the psyches of many, the objectification of women seems to be culturally accepted. Much of the music and many videos specifically promote and perpetuate negative images of women. Women in music videos are seen in popular hip-hop culture as sex objects. Today, almost every h

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