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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.
This theory also states that the experience of others can be used in the decision making process. If a family member recommends a book then an individual is more likely to pick up the book and read it themselves. This theory does address more thoroughly media avoidance than does Uses and Gratifications Theory. [2]
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).
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]
Media dependency theory states two specific conditions under which people's media needs, and consequently people's dependency on media and the potential for media effects, are heightened. The first condition of heightened media needs occurs when the number of media and centrality of media functions in a society are high.
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Herta Herzog-Massing (August 14, 1910 – February 25, 2010) was an Austrian-American social scientist specializing in communication studies.Her most prominent contribution to the field, an article entitled "What Do We Really Know About Daytime Serial Listeners?", is considered a pioneering work of the uses-and-gratifications approach and the cognitive revolution in media research.
WASHINGTON (Reuters) -President-elect Donald Trump cannot ignore a law requiring Chinese-based ByteDance to divest its popular short video app TikTok in the U.S. by early next year or face a ban ...