Replies to Paul Hirsch's rejoinder to Gerbner et al's findings on cultivation analysis. (See EJ 240 175-177.) Addresses the use of the National Opinion Research Center/ General Social Surveys. Concludes that Hirsch's appraisal of cultivation theory and his reasons for rejecting the concepts of mainstreaming and resonance are unwarranted and…

Defends the theory of cultivation effects of television viewing on audiences against the criticism of Paul Hirsch. Contends that the data is broad-based and that the framework of mainstreaming and resonance shows systematic and consistent patterns within subgroups. (See CS 705 469 and CS 705 539.) (JMF)

This 2-year study was conducted to investigate the nature of religious television, its viewers, and its effect on mainline or other local churches. Four specific areas were addressed: the nature of the viewing audience, the content of religious television, the appeals and satisfactions (uses and functions) of religious programs, and behavioral…