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.

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 study examined the attribute agenda-setting function of the media, which refers to significant correspondence between prominent issue attributes in the media and the agenda of attributes among audiences. An opinion survey on a local issue and a content analysis of a local newspaper revealed that, by covering certain issue aspects more prominently, the media increase the salience of these aspects among audience members. We also found an important outcome of attribute agenda setting, attribute priming effects. Findings indicated that issue attributes salient in the media were functioning as significant dimensions of issue evaluation among audience members. This study concluded that the media, by emphasizing certain attributes of an issue, tell us “how to think about” this issue as well as “what to think about.”