Home » Television and Its Viewers: Cultivation Theory and Research by James Shanahan
Television and Its Viewers: Cultivation Theory and Research James Shanahan

Television and Its Viewers: Cultivation Theory and Research

James Shanahan

Published January 1st 1999
ISBN : 9781280418716
ebook
283 pages
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 About the Book 

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, scrutinizeMoreTelevision 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 Morgans 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.