Television and Its Viewers: Cultivation Theory and Research
Television and its Viewers reviews 'cultivation' research, which investigates the relationship between exposure to television and beliefs about the world. James Shanahan and Michael Morgan, both distinguished researchers in this field, scrutinize cultivation through detailed theoretical and historical explication, critical assessments of methodology, and a comprehensive 'meta-analysis' of twenty years of empirical results. They present a sweeping historical view of television as a technology and as an institution. Shanahan and Morgan's study looks forward as well as back, to the development of cultivation research in a new media environment. They argue that cultivation theory offers a unique and valuable perspective on the role of television in twentieth-century social life. Television and its Viewers, the first book-length study of its type, will be of interest to students and scholars in communication, sociology, political science and psychology and contains an introduction by the seminal figure in this field, George Gerbner.
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Methods of Cultivation Assumptions and Rationale
Methods of Cultivation and Early Empirical Work
Advancements in Cultivation Research
amount of viewing argued associations assumptions audience average behavior beliefs cable channels Chapter cognitive communication conceptions conservative contribution correlations critical critiques cultivation analysis cultivation findings cultivation relationships cultivation research cultivation studies cultivation theory cultivation's Cultural Indicators dataset demographic dependent variables dominant effect size effects elites environment estimates fact Figure George Gerbner Gerbner and Gross Gerbner et al groups heavy viewers Hirsch homosexuality hypothesis ideological images impact important individual institutions interaction issues liberal light viewers mainstreaming mass media mean Mean World Syndrome measures message system meta-analysis methodological moderate Morgan narrative overall patterns perceived reality percent perspective political Potter problem programs questions real world relevant respondents role sampling error sex-role Shanahan Shrum significant simply sion social control specific stories subgroups symbolic violence television exposure television viewing television violence television's messages tend tion tivation V-Chip variance VCRs watch