Electronic Storyteller

TV & the Cultivation of Values

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Duration: 30 min
ISBN: 1-893521-49-4
Date Produced: 1997

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Electronic Storyteller
TV & the Cultivation of Values

Drawing upon the path-breaking research of the Cultural Indicators Project, Gerbner outlines, in a comprehensive and clear fashion, the way in which the universal storytelling function of human societies has been colonized by corporate media in the modern world. Making a distinction between "effect" and his own theory of "cultivation," he explains the role the media environment plays in how we think about ourselves and the way the world works.

Through a concrete focus on the stories of gender, class, and race, Gerbner provides us with an analytical framework to understand what is at stake in the debates about the media.

Sections: Introduction | Storytelling & Humanity | Effect vs. Cultivation | An Example: Violence in the Media | Casting & Fate | Stories of Gender | Stories of Class | Stories of Race | The Politics of Storytelling

George Gerbner

George Gerbner (1919-2005) was dean emeritus of the Annenberg School for Communication at the University of Pennsylvania for over thirty years. In 1968 Gerbner implemented the Cultural Indicators Project, an ongoing study designed to examine television content and its effect on Americans.

Filmmaker Info

Producer, Director: Sut Jhally
Editors: Sut Jhally, Sanjay Talreja, Kim Neumann
Production Assistance: Kim Neumann
Camera: Michael Perlman, Chris
Emmanoulides, David Rabinovitz
Graphics: Sanjay Talreja
Text Pages: Matt Soar
Transcription: Jo Stryker
Sound: John Hawkes