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Television and its Viewers

Television and its Viewers
Cultivation Theory and Research

£30.99

  • Date Published: September 1999
  • availability: Available
  • format: Paperback
  • isbn: 9780521587556

£ 30.99
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About the Authors
  • 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.

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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.

  • Authors

    James Shanahan

    Michael Morgan

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