Cultivation Analysis: Overview

1. Content analysis of prime time TV
The “TV world”
The Violence Index

2. National surveys of TV audience
Classify as heavy, moderate & light viewers
Survey concerning perceptions of real world
3. Calculate Cultivation Effect (or “Cultivation Differential”)
Overall (“across the board”) effects
Subgroup breakdowns (Mainstreaming, Resonance)

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University of ColoradoDepartment of CommunicationBob Craig's Web HomeE-mail Bob Craig