Television and its Viewers: Cultivation Theory and Research

by James Shanahan, Michael Morgan

Overview

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.

Product Details

ISBN-13:	9780521582964
Publisher:	Cambridge University Press
Publication date:	09/09/1999
Pages:	284
Product dimensions:	6.22(w) x 9.29(h) x 0.91(d)
Lexile:	1430L (what's this?)

Table of Contents

Foreword; 1. Origins; 2. Methods of cultivation: assumptions and rationale; 3. Methods of cultivation and early empirical work; 4. Criticisms; 5. Advancements in cultivation research; 6. The bigger picture; 7. Mediation, mainstreaming; 8. How does cultivation 'work', anyway?; 9. Cultivation and the new media; 10. Test pattern; Methodological appendix; References; Index.

What People are Saying About This

Brigitte L. Nacos

Although especially useful for students of mass communication, this interesting and especially well-written book is also recommended to the general reader who is interested in a compelling explanation of television's power that is absent from popular media discussion.
—(Brigitte L. Nacos, Columbia University)