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