Σύγκριση μεθόδων

	Cultivation Analysis	Ανάλυση Καθορισμού Ατζέντας
Πεδίο	Communication	Σπουδές Μέσων Επικοινωνίας
Οικογένεια	Process / pipeline	Process / pipeline
Έτος προέλευσης	1976	1972
Δημιουργός	George Gerbner & Larry Gross	Maxwell McCombs, Donald Shaw
Τύπος	Two-part method linking media message systems to audience worldviews	Empirical method for studying how media coverage affects issue salience and public concern
Θεμελιώδης πηγή	Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 173–199.	McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.
Εναλλακτικές ονομασίες	Cultivation theory analysis, Cultivation research, Mean world / message-system analysis, Kültivasyon Analizi	agenda-setting theory, media agenda analysis, issue salience
Συναφείς	4	5
Σύνοψη	Cultivation analysis is the research method underlying cultivation theory, which holds that long-term, cumulative exposure to television gradually shapes viewers' conceptions of social reality. Developed by George Gerbner and Larry Gross in the 1970s as part of the Cultural Indicators project, it combines a systematic content analysis of recurring media messages with survey comparisons of heavy versus light viewers to estimate how much television 'cultivates' a shared, often distorted, view of the world.	Agenda-Setting Analysis is an empirical method for investigating the influence of media coverage on what issues the public considers important. Developed by Maxwell McCombs and Donald Shaw (1972), the approach tests a core hypothesis about media effects: media coverage does not tell people what to think, but rather what to think about. By comparing the issues receiving media coverage with the issues the public identifies as important, researchers measure agenda-setting effects—the degree to which media attention predicts public concern. The method demonstrates media's power to structure the hierarchy of issues, even when media may not directly persuade on specific issues.