Digital Media Influence

A Cultivation Approach

Digital Media Influence
Andy Ruddock
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NZ$ 144.00
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Hardback
h210 x 148mm - 152pg
30 Mar 2020 UK
9781526499226
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Populism, misogyny, rampage murders. Digital media seem to lie at the heart of sinister, intractable social challenges. Curiously, the very societies who fear such things are often dismissive of media research. Addressing key issues affecting global media industries, this book explains how to solve the present conundrum by appreciating the historical development of cultivation theory. Digital Media Influence ties cultivation themes, such as mean world syndrome, mainstreaming, the celebration of white male violence, the ridiculing of ageing women, the inhibition of activism, the mediatisation of religion and the erosion of trust in education, with contemporary digital media case studies. Considering the aftermath of the Parkland murders, political memes, Islamophobia, the fate of female reality TV stars and the bad press directed at media education, Ruddock shows how these phenomena are born of media practices that cultivation theory began to dissect in the 1950s. Paying close attention to the life and work of George Gerbner, Digital Media Influence locates today' s questions in the historical forces and relationships that moved media industries closer to the heart of global politics in the mid-20th century. It makes Gerbner' s work relevant to all critical media researchers by providing a theoretical, methodological and historical steer for understanding new media influences. In explaining how one of the world' s leading media theories developed in relation to intriguing historical circumstances - many of them deeply personal - this book helps researchers of all levels to find their voice in writing on media issues.
Accounts of media research rarely pay attention to the social contexts that give rise to the questions scholars address, and even more rarely do they acknowledge the personal dimensions that draw us to particular questions at particular moments. In contrast, Ruddock' s uses the life and work of George Gerbner to illuminate a critical period in 20th Century media research and, while accomplishing this important task, he succeeds as well in placing current media research in the context of contemporary concerns and challenges. This will be a valuable resource for introducing the history of media research and relating long-standing theories to new questions. -- Professor Larry Gross
Andy Ruddock lectures in Communications and Media Studies at Monash University. He has authored four books on researching media influence. Andy is known for his work on Cultivation Theory. He has published over 50 book chapters and journal articles, applying this theory to media violence, gaming, reality TV, political celebrity pornography, drug and alcohol abuse, sport and media education. Andy is currently writing Cultivation Theory and Digital Media Challenges. This new book details the history of cultivation theory and explains its relevance to contemporary "isms"; activism, sexism, Trumpism, and extremism.
Status: Active
ISBN-13: 9781526499226
Published: 30 Mar 2020
Published In: United Kingdom
Imprint: SAGE Publications
Publisher: SAGE Publications
Format: Hardback
Height: 210mm
Width: 148mm
Weight: 320g
Pages: 152

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