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A Multidimensional Approach to the Study of Media Effects
Unformatted Document Text:  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 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.

Authors: Lasorsa, Dominic.
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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
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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