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Books > Reference & Interdisciplinary > Communication studies > Media studies
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Major Theories of Media Effects - Analysis and Evaluation (Hardcover, New edition)
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Major Theories of Media Effects - Analysis and Evaluation (Hardcover, New edition)
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In Major Theories of Media Effects, six major theories of media
effects are thoroughly analyzed and then evaluated to construct a
picture of the current state of knowledge in the scholarly field of
media effects. These six theories are cultivation, agenda setting,
framing, uses and gratifications, social learning, and third person
effect. Each of these six theories is examined in detail using
fourteen analytical dimensions organized into four categories: how
the theory was originally conceptualized, its original components,
patterns of empirical testing of its claims, and how the theory has
developed over time. The theories are then compared and contrasted
along five evaluation dimensions (scope, precision, heuristic
value, empirical validity, and openness), plus one summary
evaluative dimension that compares their overall utility to
generating knowledge about media effects. The insights generated
through these analyses and evaluations are used to address
questions such as: "What is a theory?"; "Who qualifies as a
theoretician?"; and, "Within the scholarly field of media effects,
why are there so many theories yet so little theory usage as
foundations for empirical studies?" Concise and accessible analyses
of major media effects theories-alongside helpful reference lists
that handily index important literature in the field-make Major
Theories of Media Effects both a vital reference for scholars and a
valuable textbook for graduate and advanced undergraduate courses
in media studies.
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