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Television and its Viewers

Cultivation Theory and Research

James Shanahan; Michael Morgan

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Television and its Viewers reviews 'cultivation' research, which investigates the relationship between exposure to television and beliefs about the world. Shanahan and Morgan 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.

Cambridge University Press; September 1999
283 pages; ISBN 9780511038778
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