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In media studies, mass communication, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on individual or an audience's thoughts, attitudes, and behavior. Whether it is written, televised, or spoken, mass media reaches a large audience.
Theories such as the Uses and Gratifications Theory, Social Learning Theory, and Cultivation theory offer insights into how individuals learn from media, how media shapes people’s perceptions of reality, and how media satisfies individuals' needs. Research influences what content is produced, what content is consumed, and how media is used to ...
Many media effects theories hypothesize conditional media effects, including uses-and-gratifications theory (Rubin 2009), [53] reinforcing spiral model (Slater 2007), [71] the conditional model of political communication effects (McLeod et al. 2009), [72] the elaboration likelihood model (Petty & Cacioppo 1986).
Elihu Katz’s uses and gratifications theory examines why individuals choose to take in media. At its core, the uses and gratifications theory explores how there is no single reason why people consume the messages that they do. [5] Instead, one person consumes specific media for different reasons than another person may consume the same media.
The concept of parasocial interaction became increasingly attractive to mass communication scholars as more active views of the audience emerged in the second half of the 20th century—especially uses and gratification theory—and numerous empirical studies have utilized the idea to explore PSI’s antecedents, correlates, and consequences. [4]
In media studies, there are two models used to construct audience reception. These models are defined as (1) The effects/hypodermic model and (2) the uses and gratification model. The effects model focuses on what the media does to audiences, influences is based on the message conveyed within the media.
UBS recommends tech, financials, industrials and utilities stocks going into 2025, citing continued AI growth and pro-business policies under Trump.
These leaders tend to influence others to change their attitudes and behaviors. The two-step theory refined the ability to predict how media messages influence audience behavior and explains why certain media campaigns do not alter audiences' attitudes. This hypothesis provided a basis for the two-step flow theory of mass communication. [9]