alexa The state of cultivation.
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Michael Morgan, James Shanahan

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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.

This article was published in Journal of Broadcasting & Electronic Media and referenced in Journal of Mass Communication & Journalism

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