Theorized Effects of Media on Audiences

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    Very Large Effect on Audience

  • Bullet/Needle Theory

    Assumed media has a direct and immediate effect on its audience.

    Early theory suggested that audiences passively accepted media messages.

  • Payne Fund Studies

    Prompted by public concern about harmful effects of motion pictures on children.
    Media has a lasting impact on racial attitudes, health, moral standards, emotions, and delinquent behaviors.
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    Limited Effects Model

    Very Little effect on audience

  • Roosevelt vs. Wilkie Election

    showed that interpersonal contacts more important than media in influencing vote.

  • The Spiral of Silence

    increasing pressure people feel when their views are in the minority.

  • Diffusion of Innovations

    process by which an innovation is communicated through certain channels over time among the members of a social system.

  • Uses and Gratifications

    what do we do with the media?
    we choose what media to use and how to use it.

  • Klapper's Review of Effects of Media

    showed that media has very limited effects on the audiences.
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    Moderate Effects Model

  • Agenda Setting Theory

    news media determine the issues the public thinks about and talks about.