SAGE Focus Editions
1 total work
Cultivation analysis is an active, ongoing and influential research tradition, designed to assess the contributions of television viewing to people′s conceptions of social reality. It attempts to determine the extent to which people who watch greater amounts of television hold different conceptions of social reality from those who watch less. It is concerned with cumulative correlates and consequences of television exposure rather than short-term responses to or individual interpretations of television contents. It focuses on the implications of accumulated exposure to television′s most general, insidious, and inescapable images and values. This unique volume brings together some of the most recent developments in the conceptual, methodological, and substantive aspects of cultivation analysis, and includes chapters by the original investigators as well as by independent researchers who have taken up the questions and challenges of this approach.