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Contribution to Book
Media Effects
International Encyclopedia of the Social & Behavioral Sciences (2015)
  • Don W. Stacks, University of Miami
  • Zongchao Cathy Li, University of Miami
  • Cylor Spaulding, Towson University
Abstract
This article examines the impact of the media on audiences and society from two perspectives. The traditional approach examines how different media outlets (e.g., newspapers, radio, and television) impact on how audiences perceive the information contained in the outlet or how the audiences use a particular outlet through the media. The contemporary approach examines how the media are used by others to change attitudes and beliefs. Both traditional and contemporary approaches to media effects help to better understand how the media – and those who use it – influence people and society.
Keywords
  • Agenda setting,
  • Audiences,
  • Cultivation,
  • Elaboration likelihood model,
  • Heuristic-systematic model,
  • Media effects,
  • Spiral of silence,
  • Third-party endorsement,
  • Uses and gratifications
Publication Date
2015
Editor
J. Wright
Publisher
Elsevier
ISBN
978-0-08-097087-5
DOI
10.1016/B978-0-08-097086-8.95045-1
Citation Information
Don W. Stacks, Zongchao Cathy Li and Cylor Spaulding. "Media Effects" Oxford, UKInternational Encyclopedia of the Social & Behavioral Sciences (2015) p. 29 - 34
Available at: http://works.bepress.com/zongchao-li/12/