Journalism 101

University of Nevada, Reno

Donica Mensing

Media Effects Theories


Understanding what effects the media has on individuals and society has been of interest to researchers for decades. Our understanding of media effects has gone through three primary phases:

 

Powerful Effects -- 1920s to 1940s

 

Minimalist Effects Theory -- 1940s to 1960s (approx.)

 

Cumulative Effects Theory -- 1960s to present

 

Uses and Gratifications Studies

 

For more information, see Vivian, Chapter 15, Media Effects

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