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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