George Gerbner

His theory is known as the Cultivation Theory.

Gerbner believed in the idea that exposure to repeated patterns over a long period of time can influence a persons perception. It relates to dominant ideologies, whereby cultivation reinforces mainstream values in a persons mind.
The idea suggests that messages conducted by the media are not directly 'injected' (Hypodermic Needle) into the audience, but instead are built up by the repetition of the message. This will then instate hegemony (dominance).

It could be seen that his ideas relate to Altusser, and his idea of hearing and seeing similar messages in the media, where the ideology can make the audience passive.