Esser, Frank (2008). History of Media Effects. In Wolfgang Donsbach (Ed.), The International Encyclopedia of Communication (Vol. VII). London: Blackwell, 2891-2896. (original) (raw)

The influence of media messages

The influence of media messages on audience has been a subject of much controversy in media studies .Mass media is a medium in which media messages are conveyed from one point to a very large number of other points. These include newspapers, magazines, radio, television and the internate.Audiences are generally self selected, people who tune to a particular television or who read magazines, they are heterogeneous, meaning large and diverse. There has been various contestations surrounding the influence of media messages on the behaviour of audiences .The essay aims to give an analysis on the applicability of Katz and Lazarsfeld's theory that mass media have a rather limited influence on

Does mass media shape or reflect public opinion

From the traditional newspapers to the Internet surpassing television, media operate as "epistemological devices" by which individuals understand or try to understand the social and political world, providing the raw material for individuals to understand the opinion climate around them, ultimately influencing what we know and the manner in which we learn new things 1 . It is fair to say that media has greatly influenced the way society thinks of religions, morality and ethics. Media, in other words, can be perceived as a normal support, giving inevitably insights of what is wrong and of what is right 2 .

Theory of Mass Communication and Public Opinion

2014

The mass media are pervasive part of our life. In present time mass communication and public opinion have great relevance. The scenario of whole world has been changed into global village because of the channel of mass communication. In old time print media was the main medium for the flow and feed back of information, which was very slow. In the present time the new channels, mainly electronic media made it rapid and 'right to know' supported it strongly. Media has brought the revolutionary change in human life and have become very important in decision making in our daily life. Through this, people come nearer and distances becomes lesser. Communication is providing a readymade macro analysis and micro analysis of every incidence and information. In this way communication is shaping the public opinion, which plays key role in democracy. The social effect of mass media. These mediating factors operate a person's behaviour attitude and values. In this was the process of ...

Media Effects | CommGAP Searching for Evidence of the Media's Impact

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,

Evaluating the Effects of the Mass media on Society

From Powerful Effects Model, Minimal Effects Theory, and down to the Active Audience Model, Mass Communication and Psychology Scholars and researchers have sought to examine the effects that mass media messages have on its audience. Nonetheless, there is a recognition of the changing tides where audiences have moved from the position of mere passive consumers of messages to active contributors, and having a say in what to be exposed to and if to accept the message or not.

A" New World" of Media Effects

1992

Media ctffects should not be thought of as either isomorphic or fragmentary. Instead, the similarities and differences between them should be studied. This approach would offer the potential to determine not only what the media effects are, but how they occur. This is possible through the discovery of patterns in research theories and findings. To this end, the causes, effects, and processes of media influence can be deduced. The causes of media influence can be identified as variations in exposure, ccntent, and the form of the media themselves. There are five categories of media effects: level of analysis, type, nature, intention, and whether the effects are due to nature or form. To illustrate such classifications, two examplbs, reading ability and political participation, can be categorized. The determination of media effects and the underlying processes requires consistency in measuring those effects and in eliminating rival explanations. Therefore, limiting factors, such as permanence and conditional effects, also need to be identified. The limiting factors should determine the research design, measurement strategy, measures, and statistics that are to be used to measure effects. The complex and varied descriptions of "media effects" may have limited the ability to truly understand $?ffects suggesting that it is time to revise tnis concept according to different categorizations and research results. (One hundred and oae references are attached.) (HB)