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	Cultivation Differential Analysis	アジェンダ設定分析
分野	Communication	メディア研究
系統	Process / pipeline	Process / pipeline
提唱年	1976	1972
提唱者	George Gerbner & Larry Gross	Maxwell McCombs, Donald Shaw
種類	Survey-based comparison of heavy versus light television viewers	Empirical method for studying how media coverage affects issue salience and public concern
原典	Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 172–199.	McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.
別名	Cultivation differential, Heavy-light viewer differential analysis, Mainstreaming and resonance analysis, Yetiştirme Farkı Analizi	agenda-setting theory, media agenda analysis, issue salience
関連	4	5
概要	Cultivation differential analysis is the analytic core of cultivation theory: it compares the social-reality beliefs of heavy television viewers with those of light viewers to estimate how much exposure to television's recurrent messages 'cultivates' a worldview. The cultivation differential is the percentage-point gap between heavy and light viewers in endorsing a television-consistent belief, examined net of demographic controls and refined by the concepts of mainstreaming and resonance.	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.