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

Television and its Viewers

Cultivation Theory and Research

Paperback Published: 8th November 1999
ISBN: 9780521587556
Number Of Pages: 284

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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.

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: 9780521587556
ISBN-10: 0521587557
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 284
Published: 8th November 1999
Publisher: CAMBRIDGE UNIV PR
Country of Publication: GB
Dimensions (cm): 22.84 x 15.32  x 1.83
Weight (kg): 0.46

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