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The Electronic Storyteller: TV & the Cultivation of Values
Gerbner clearly and comprehensively outlines the way in which the universal story-telling function of human societies has been colonized by corporate media. 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. 30 min. (1997)
One of three videos in the Series of George Gerbner: On Media and Culture
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