Television and its Viewers
Cultivation Theory and Research
Michael Morgan author James Shanahan author
Format:Hardback
Publisher:Cambridge University Press
Published:9th Sep '99
Currently unavailable, and unfortunately no date known when it will be back
This hardback is available in another edition too:
- Paperback£30.99(9780521587556)
This book investigates the relationship between exposure to television and beliefs about the world.
Television and its Viewers reviews 'cultivation' research, which investigates the relationship between exposure to television and beliefs about the world. Shanahan and Morgan 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.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.
ISBN: 9780521582964
Dimensions: 236mm x 158mm x 23mm
Weight: 580g
284 pages