The article “Living with television: The violence profile” outlines the conceptual idea and methodological implementation of cultivation research. Television occupies a central role in the cultivation framework due to its ubiquity, low corst of access, and realistic portrayal of the social world. The authors hypothesize that those who watch a lot of television develop a worldviews closely aligned to the depiction of “television reality”, while light viewers develop worldviews closer to actual reality. The authors show that television influences the audience’s perceptions (first-order cultivation) and attitudes (second-order cultivation) as suspected. To this day, cultivation analysis remains one of the most influential paradigms in communication research. Many of Gerbner’s originally assumed observations about television still hold. Recent technological developments offer pormising avenues for revisiting understudied aspects of cultivation research that were previously hampered by methodological constraints. Contemporary cultivation research therefor must continue to investigate the production practices, the messages conveyed in the programs, and their impact on audiences.