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A Multidimensional Approach to the Study of Media Effects

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Abstract:

One major development in mass communication scholarship has been the identification of “dimensions” of media effects. A dimension is a measurable quality that implies magnitude and (usually) direction, such as the time it takes for an effect to occur. Any media effect can be characterized in terms of its dimensions. A review of the literature has uncovered eight important mass media dimensions. It is proposed that these can be used to develop richer conceptualizations of media effects, to organize and evaluate the literature, and to build theory. In addition, these dimensions can be combined to form higher-level conceptualizations, as well as matrices of effects that also can be used for pedagogy, analysis and theory construction.

Most Common Document Word Stems:

effect (223), media (111), dimens (99), communic (47), term (41), mass (41), matrix (41), long (39), time (36), chang (34), content (33), short (30), might (27), behavior (26), one (26), studi (26), may (24), versus (23), possibl (21), respons (21), lazarsfeld (21),

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mass communication effects, media effects dimensions, theory construction
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Association:
Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Lasorsa, Dominic. "A Multidimensional Approach to the Study of Media Effects" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111953_index.html>

APA Citation:

Lasorsa, D. L. , 2003-05-27 "A Multidimensional Approach to the Study of Media Effects" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111953_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: One major development in mass communication scholarship has been the identification of “dimensions” of media effects. A dimension is a measurable quality that implies magnitude and (usually) direction, such as the time it takes for an effect to occur. Any media effect can be characterized in terms of its dimensions. A review of the literature has uncovered eight important mass media dimensions. It is proposed that these can be used to develop richer conceptualizations of media effects, to organize and evaluate the literature, and to build theory. In addition, these dimensions can be combined to form higher-level conceptualizations, as well as matrices of effects that also can be used for pedagogy, analysis and theory construction.

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Document Type: .PDF
Page count: 29
Word count: 6245
Text sample:
A MULTIDIMENSIONAL APPROACH TO THE STUDY OF MEDIA EFFECTS Abstract One major development in mass communication scholarship has been the identification of “dimensions” of media effects. A dimension is a measurable quality that implies magnitude and (usually) direction such as the time it takes for an effect to occur. Any media effect can be characterized in terms of its dimensions. A review of the literature has uncovered eight important mass media dimensions. It is proposed that these can be
28 Weiss Walter (1969) "Effects of the Mass Media of Communication " in Gardner Lindzey and Elliot Aronson (eds.) Handbook of Social Psychology Volume 5 77-195. Second Edition. Reading MA: Addison-Wesley. Whitney D. Charles Wartella Ellen and Windahl Sven (1982) Mass Communication Review Yearbook Volume 3. Beverly Hills CA: Sage. Wilhoit G. Cleveland and de Bock Harold (1980) Mass Communication Review Yearbook Volume 1. Beverly Hills CA: Sage. Wilhoit G. Cleveland and de Bock Harold (1981) Mass Communication Review


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