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ERIC Number: ED346538
Record Type: Non-Journal
Publication Date: 1992-May-23
Pages: 32
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
A "New World" of Media Effects.
Basil, Michael D.
Media effects should not be thought of as either isomorphic or fragmentary. Instead, the similarities and differences between them should be studied. This approach would offer the potential to determine not only what the media effects are, but how they occur. This is possible through the discovery of patterns in research theories and findings. To this end, the causes, effects, and processes of media influence can be deduced. The causes of media influence can be identified as variations in exposure, content, and the form of the media themselves. There are five categories of media effects: level of analysis, type, nature, intention, and whether the effects are due to nature or form. To illustrate such classifications, two examples, reading ability and political participation, can be categorized. The determination of media effects and the underlying processes requires consistency in measuring those effects and in eliminating rival explanations. Therefore, limiting factors, such as permanence and conditional effects, also need to be identified. The limiting factors should determine the research design, measurement strategy, measures, and statistics that are to be used to measure effects. The complex and varied descriptions of "media effects" may have limited the ability to truly understand effects, suggesting that it is time to revise this concept according to different categorizations and research results. (One hundred and one references are attached.) (HB)
Publication Type: Speeches/Meeting Papers; Information Analyses
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A