The Evolution of Media Effects Theory: Fifty Years of Cumulative Research (original) (raw)
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MEdia EffEcts Defining Media Effects Most people accept the idea that the media can influence people. But the degree of that influence, as well as who is most-impacted, when, how and why, have been the subjects of great debate among communication scholars for nearly a century. Media effects refers to the many ways individuals and society may be influenced by both news and entertainment mass media,
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This review analyzes trends and commonalities among prominent theories of media effects.Onthe basis of exemplary meta-analyses of media effects and bibliometric studies of well-cited theories, we identify and discuss five features of media effects theories as well as their empirical support. Each of these features specifies the conditions under which media may produce effects on certain types of individuals. Our review ends with a discussion of media effects in newer media environments. This includes theories of computer-mediated communication, the development of which appears to share a similar pattern of reformulation from unidirectional, receiver-oriented views, to theories that recognize the transactional nature of communication. We conclude by outlining challenges and promising avenues for future research. Expected final online publication date for the Annual Review of Psychology Volume 67 is January 03, 2016. Please see http://www.annualreviews.org/catalog/pubdates.aspx for revised estimates.
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This paper reviews different media effect theories at different span of time and the common trends and perceptions related to it in those periods. Each of these periods have specific conditions through which media may produce effects on certain individuals. The paper will inspect the most important media effect theories and try to map their effects from early theories being unidirectional to later theories being more complex and having reciprocal interactions. Prominent contributors to the field and related media theorist will also be discussed. At the end, the paper will discuss the possibility of extending media effect theories to digital media and its limitations.
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the social, political, economic and cultural impact of entertainment on the world. The Lear Center translates its findings into action through testimony, journalism, strategic re-search and innovative public outreach campaigns. On campus, from its base in the USC Annenberg School for Communication and Journalism, the Lear Center builds bridges between schools and disciplines whose faculty study aspects of entertainment, media and culture. Beyond campus, it bridges the gap between the entertainment industry and academia, and between them and the public. Through scholarship and research; through its conferences, public events and publications; through its role in the formu-lation of the academic field of entertainment studies; and in its attempts to illuminate and repair the world, the Norman Lear Center works to be at the forefront of discussion and practice in the field. For more information, visit www.learcenter.org. About the Media Impact Project The Lear Center’s Media Impact Pro...
While much research is conducted in professional or industry settings, a great deal of mass media research is conducted at colleges and universities. There are several differences between research in the academic and the private sectors, including, but not limited to: