Television and its Viewers: Cultivation Theory and Research / Edition 1by James Shanahan, Michael Morgan
Pub. Date: 04/28/2010
Publisher: Cambridge University Press
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.
- Cambridge University Press
- Publication date:
- Edition description:
- New Edition
- Product dimensions:
- 5.98(w) x 8.98(h) x 0.63(d)
Table of ContentsForeword; 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.
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