Television and its Viewers
Cultivation Theory and Research
$41.99 (C)
- Authors:
- James Shanahan
- Michael Morgan
- Date Published: September 1999
- availability: Available
- format: Paperback
- isbn: 9780521587556
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41.99
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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.
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×Product details
- Date Published: September 1999
- format: Paperback
- isbn: 9780521587556
- length: 284 pages
- dimensions: 229 x 153 x 19 mm
- weight: 0.47kg
- contains: 50 b/w illus. 10 exercises
- availability: Available
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.
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