George Gerbner's cultivation theory provides a framework for the analysis of relationships between television viewing and attitudes and beliefs about the world. Since the 1970s, cultivation analysis has been a lens through which to examine television's contributions to conceptions of violence, sex roles, political attitudes and numerous other phenomena. Hundreds of studies during this time have (mostly) found that there are relationships between television exposure and people's worldviews, but important questions remain: just how big are these relationships, are they real, are some people more vulnerable to them than others, do they vary across different topics, and will we continue to find them in new media environments? In this collection of nineteen chapters, leading scholars review and assess the most significant developments in cultivation research in the past ten years. The book highlights cutting-edge research related to these questions and surveys important recent advances in this evolving body of work. The contributors point us toward new directions and fresh challenges for cultivation theory and research in the future.

TV Living presents the findings of the BFI Audience Tracking Study in which 500 participants completed detailed questionnaire-diaries on their lives, their television watching, and the relationship between the two over a five year period. Gauntlett and Hill use this extensive data to explore some of the most fundamental questions in media and cultural studies, focusing on issues of gender, identity, the impact of new technologies, and life changes. Opening up new areas of debate, the study sheds new light on audiences and their responses to issues such as sex and violence on television. A unique study of contemporary tv audience behaviour and attitudes, TV Living offers a fascinating insight into the complex relationship between mass media and people's lives today.

Television and its Viewers reviews 'cultivation' research, which investigates the relationship between exposure to television and beliefs about the world. James Shanahan and Michael Morgan, both distinguished researchers in this field, scrutinize cultivation through detailed theoretical and historical explication, critical assessments of methodology, and a comprehensive 'meta-analysis' of twenty years of empirical results. They 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. They argue that cultivation theory offers a unique and valuable perspective on the role of television in twentieth-century social life. Television and its Viewers, the first book-length study of its type, will be of interest to students and scholars in communication, sociology, political science and psychology and contains an introduction by the seminal figure in this field, George Gerbner.

This book is about the question of existence, the meaning of ‘life’. It is an enquiry into the contemporary human situation as disclosed by television. The elementary components of any real-world situation are place, people and time. These are first examined as basic existential phenomena drawing on Heidegger’s fundamental enquiry into the human situation in Being and Time. They are then explored through the technological and production care-structures of broadcast television which, routinely and exceptionally, display the situated experience of being alive and living in the world today. It shows routinely in the live self-enactments of persons being themselves and the liveness of their ordinary talk on television. It shows exceptionally in television coverage of great occasions and catastrophes as they unfold live and in real time. Case studies reveal the existential role of television in salvaging the possibility of genuine experience, and in revealing the world-historical character of life today. To explore these questions, the agenda of sociology - its concern with economic, political and cultural life - is set aside. Being in the world is not, in the first (or last) instance, a social but an existential question, as an existential enquiry into television today discovers. Passionate and sweeping in scale, this new book from a leading media scholar is a major contribution to our understanding of the media today.

Employing a unique research methodology that enables people to report on their normal activities as they occur, the authors examine how people actually use and experience television -- and how television viewing both contributes to and detracts from the quality of everyday life. Studied within the natural context of everyday living, and drawing comparisons between television viewing and a variety of other daily activities and leisure pursuits, this unusual book explores whether television is a boon or a detriment to family life; how people feel and think before, during, and after television viewing; what causes television habits to develop; and what causes heavy viewing -- and what heavy viewing causes -- in the short and long term. Television and the Quality of Life also compares the viewing experience cross-nationally using samples from the United States, Italy, Canada, and Germany -- and then interprets the findings within a broad theoretical and historical framework that considers how information use and daily activity contribute to individual, familial, societal, and cultural development.

Living Without the Screen provides an in-depth study of those American families and individuals who opt not to watch television, exploring the reasons behind their choices, discussing their beliefs about television, and examining the current role of television in the American family. Author Marina Krcmar answers several questions in the volume: What is television? Who are those people who reject it? What are their reasons for doing so? How do they believe their lives are different because of this choice? What impact does this choice have on media research? This volume provides a current, distinctive, and important look at how personal choices on media use are made, and how these choices reflect more broadly on media’s place in today’s society. A compelling exploration of the motivations and rationales for those who choose to live without television, this book is a must-read for scholars and researchers working in children and media, media literacy, sociology, family studies and related areas. It will also be of interest to anyone with questions about media usage and the choices families make regarding the role of media in their lives.

Television is a central dimension in our everyday lives and yet its meaning and its potency varies according to our individual circumstances, mediated by the social and cultural worlds which we inhabit. In this fascinating book, Roger Silverstone explores the enigma of television and how it has found its way so profoundly and intimately into the fabric of our everyday lives. His investigation, of great significance to those with a personal or professional interest in media, film and television studies, unravels its emotional and cognitive, spatial, temporal and political significance. Drawing on a wide range of literature, from psychoanalysis to sociology and from geography to cultural studies, Silverstone constructs a theory of the medium which locates it centrally within the multiple realities and discourses of everyday life. Television emerges from these arguments as the fascinating, complex and contradictory medium that it is, but in the process many of the myths that surround it are exploded. This outstanding book presents a radical new approach to the medium of television, one that both challenges received wisdoms and offers a compellingly original view of the place of television in everyday life.