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The final chapter in this series on the Mass Media to accompany the chapters on:
Defining and Researching the Media,
The Ownership and Control Debate,
The Selection and Presentation of News and
Media Representations

looks at a range of models of Media Effects: how and in what ways (if any) the mass media affects individual and social behaviour.

The first – main – section of the chapter covers a number of direct and indirect affects models (from the Hypodermic to Cultural Effects) plus an extensive and updated section on postmodernism / post-effects theory (audience as media, media as audience…).

The second, much shorter section, moves the focus away from media effects on individuals and groups to look at possible effects – both positive and negative – on society as a whole.

Update
This chapter is also now available as an online flipbook.

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