Media Effects and Society provides an in-depth look at media
effects and offers a theoretical foundation for understanding mass
media's impact on individuals and society. Working from the
assumption that media effects are common and are often
underestimated, the text focuses on dominant areas of media
effects, providing a synthesis of those key areas of research. With
an emphasis on the theoretical explanations for media effects, the
text provides readers with explanations of how media effects occur,
so they can understand how to mitigate harmful effects and enhance
positive ones.
The range of media effects addresssed herein includes news
diffusion, learning from the mass media, socialization of children
and adolescents, influences on public opinion and voting, and
violent and sexually explicit media content. It also presents a
variety of theoretical approaches to understanding media effects,
including psychological and content-based theories. In addition, it
demonstrates how theories can guide future research into the
effects of newer mass communication technologies.
New for the second edition are a new chapter on effects of
entertainment, text boxes with examples in each chapter, discusson
of new technology effects integrated throughout the chapters,
expanded pedagogy, a glossary of key terms, and updates to theory
and research throughout.
Written for those who study and conduct research in media
effects, Media Effects and Society presents a thorough and
accessible discussion of media effects theory.
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