The Institutional and Political Setting for Cultivation Theory

In the 1960s, concerns about the potential influence of TV violence were shared across the political spectrum. Violence also became the topic upon which Gerbner could convince Annenberg that his research ideas could establish the eponymous School for Communications as a research leader. Whatever their philosophical differences, Gerbner and Annenberg developed a close and often warm working relationship where the former also demonstrated deft management skills. When the Johnson administration commissioned research on TV violence in 1968, Gerbner showed that his ideas translated into profitable and impactful research showcasing the national benefits of Annenberg’s educational philanthropy. These developments also suggest that Raymond Williams’ ‘structure of feeling’ concept is valuable for understanding the affective dimensions of media research politics.