Effects

Mary Beth Oliver, Julia K. Woolley, Anthony M. Limperos

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

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.

Original languageEnglish (US)
Title of host publicationTheories and Models of Communication
PublisherWalter de Gruyter GmbH
Pages411-424
Number of pages14
ISBN (Electronic)9783110240450
ISBN (Print)9783110240443
DOIs
StatePublished - Jan 1 2013

All Science Journal Classification (ASJC) codes

  • Arts and Humanities(all)
  • Social Sciences(all)

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