Yesterday's New Cultivation, Tomorrow

  title={Yesterday's New Cultivation, Tomorrow},
  author={M. Morgan and J. Shanahan and Nancy Signorielli},
  journal={Mass Communication and Society},
  pages={674 - 699}
  • M. Morgan, J. Shanahan, Nancy Signorielli
  • Published 2015
  • Sociology
  • Mass Communication and Society
  • This article explores the continued applicability of cultivation theory in a new media environment. Previous theoretical and empirical work on media that were “new” at the time (such as cable TV and VCRs) is reviewed as context. Changes in the social and media conditions on which cultivation were premised are also discussed. Some ideas for new methodological approaches to cultivation measurement and study design are offered. Gerbner's thoughts on television as a “new state religion” are used as… CONTINUE READING
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