According to Gerbner, enculturation refers to the process by which people learn the norms and values of their culture through media.

• A. Enculturation
• B. Globalization
• C. Socialisation
• D. Standardisation

Answer: (A)

Enculturation is the process of learning the norms and values of your own culture, and in media theory it is seen as the way media acts as a key channel through which that cultural learning happens. Gerbner frames media as a socialising force that continually reinforces what counts as acceptable or normal within a culture, helping people internalize shared standards simply by engaging with media representations. This makes enculturation the best fit because it specifically ties cultural learning to media exposure, rather than to broader socialisation in general, cross-border exchange, or aims of uniformity. Globalization refers to crossing cultures and spreading ideas, not to learning one culture’s norms from media; socialisation covers wider processes and multiple channels beyond media; standardisation is about making things uniform, not about cultural learning through media.