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George Gerbner

A Critical Introduction to Media and Communication Theory

Michael Morgan

One of the world’s most influential and prolific media scholars, George Gerbner played a major role in the development of communication theory and research. His critical approach to mass communication changed the way we think about media industries, the messages and images they produce, and their social and cultural impacts.
Gerbner is most widely known for his decades of work on television violence, but his research and writing focused on many other vital aspects of the symbolic cultural environment. This book provides a broad-based introduction to Gerbner’s theories of mass communication, his long-term research on media content and effects, and the critical and policy contributions of his work.
Although hundreds of studies have been conducted based on Gerbner’s ideas, this is the first volume to provide a concise and comprehensive overview of his many contributions to the field.
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Against the Mainstream

The Selected Works of George Gerbner

John Gerbner and Michael Morgan

For over forty years, George Gerbner has been one of the world’s most influential and prolific media scholars. His critical theories and long-running research projects have changed the way we think about media institutions, messages, and impacts. His work has helped shape the academic discipline of communication and has stimulated social movements to alter the cultural environment. This book brings together for the first time a broad-based collection of his writings on the role of media in terms of violence, education, women and minorities, drugs and alcohol, science, religion, and much more.
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Living with Television Now

Advances in Cultivation Theory and Research

Michael Morgan, James Shanahan and Nancy Signorielli

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.