The purpose of this chapter is to provide an overview of scholarship on effects of media communication. To organize this vast literature, this chapter highlights three broad classes of effects: those that reflect cumulative, gradual exposure to messages; those that occur in the immediate viewing context; and those related to audience use, interpretation, and response. We end the chapter by examining what newer technologies imply for effects-related theories, as well as suggesting possible directions for future research.
CITATION STYLE
Oliver, M. B., Woolley, J. K., & Limperos, A. M. (2013). Effects. In Theories and Models of Communication (pp. 411–424). Walter de Gruyter GmbH. https://doi.org/10.1515/9783110240450.411
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