Cultivation Theory: Idea, Topical Fields, and Methodology
| Autor: | Michael Morgan, James Shanahan, Nancy Signorielli |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Television studies
business.industry Emerging technologies media_common.quotation_subject 05 social sciences 050801 communication & media studies 050109 social psychology Advertising Mainstreaming Communication theory Politics 0508 media and communications Perception Political science Cultivation theory 0501 psychology and cognitive sciences business media_common Mass media |
| Zdroj: | The International Encyclopedia of Media Effects |
| DOI: | 10.1002/9781118783764.wbieme0039 |
| Popis: | Cultivation is the research field that investigates relationships between media exposure (usually television) and beliefs about the world. Heavy viewers of television often hold beliefs that are congruent with what they experience on television. Cultivation has investigated media effects in relation to violence, sex role perceptions, political attitudes, and many other domains. The idea of mainstreaming suggests that heavy viewers, in subgroups that would otherwise differ, are more likely to hold similar conceptions about the world than light viewers. Despite the emergence of many new technologies and dramatic transformations in the TV industry, the theory and practice of cultivation analysis remain relevant in the changing media world. Keywords: cultivation; cultural indicators; mass communication theory; mass media; television |
| Databáze: | OpenAIRE |
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