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9780521582964

Television and its Viewers: Cultivation Theory and Research

by
  • ISBN13:

    9780521582964

  • ISBN10:

    0521582962

  • Format: Hardcover
  • Copyright: 1999-09-13
  • Publisher: Cambridge University Press

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Summary

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.

Author Biography

James Shanahan is an Assistant Professor in the Department of Communication at Cornell University. He has published widely on the effects of television. Michael Morgan is Professor and Chair of the Department of Communication, University of Massachusetts/Amherst.

Table of Contents

List of figures
vi
List of tables
viii
Foreword ix
George Gerbner
Origins
1(19)
Methods of Cultivation: Assumptions and Rationale
20(22)
Methods of Cultivation and Early Empirical Work
42(17)
Criticisms
59(22)
Advancements in Cultivation Research
81(26)
The Bigger Picture
107(31)
Mediation, Mainstreaming, and Social Change
138(34)
How does Cultivation ``Work,'' Anyway?
172(26)
Cultivation and the New Media
198(22)
Test Pattern
220(18)
Methodological Appendix 238(13)
References 251

Supplemental Materials

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The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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