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Television and its Viewers : Cultivation Theory and Research - James Shanahan

Television and its Viewers

Cultivation Theory and Research

Hardcover Published: 13th September 1999
ISBN: 9780521582964
Number Of Pages: 284

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How does television influence people? "Cultivation" research examines the relationship between how much television people watch and what they believe: avid viewers' beliefs are very different from those of occasional viewers. James Shanahan and Michael Morgan, leading scholars in this field, explore the differences in viewers' beliefs on issues such as violence, sex roles and political attitudes. Their compelling account, the first book-length study of this important and controversial area, will be of interest to students and scholars in communication, sociology, political science and psychology.

List of figuresp. vi
List of tablesp. viii
Forewordp. ix
Originsp. 1
Methods of Cultivation: Assumptions and Rationalep. 20
Methods of Cultivation and Early Empirical Workp. 42
Criticismsp. 59
Advancements in Cultivation Researchp. 81
The Bigger Picturep. 107
Mediation, Mainstreaming, and Social Changep. 138
How does Cultivation "Work," Anyway?p. 172
Cultivation and the New Mediap. 198
Test Patternp. 220
Methodological Appendixp. 238
Referencesp. 251
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780521582964
ISBN-10: 0521582962
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 284
Published: 13th September 1999
Country of Publication: GB
Dimensions (cm): 22.86 x 15.24  x 1.91
Weight (kg): 0.59