The State of Cultivation

Cultivation analysis investigates television's contributions to viewers' conceptions of social reality. Developed by George Gerbner in the 1960s, cultivation research continues to expand in numerous directions, with over 125 new studies published since 2000. This article reviews the histor...

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Bibliographic Details
Published in:Journal of broadcasting & electronic media 2010-05, Vol.54 (2), p.337-355
Main Authors: Morgan, Michael, Shanahan, James
Format: Article
Language:English
Subjects:
Analysis
Content analysis
Cultivation theory
Gerbner, George
Mass media specialists
Media
Practice
Psychological aspects
Social aspects
Social research
Television programs
Television viewers
Viewers
Citations: Items that cite this one
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Description
Summary:Cultivation analysis investigates television's contributions to viewers' conceptions of social reality. Developed by George Gerbner in the 1960s, cultivation research continues to expand in numerous directions, with over 125 new studies published since 2000. This article reviews the history of cultivation theory and takes stock of recent trends in the field. We argue that cultivation has taken on certain paradigmatic qualities, and we consider the future prospects for cultivation research in the context of the changing media environment.
ISSN:0883-8151
1550-6878
DOI:10.1080/08838151003735018