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A Multidimensional Approach to the Study of Media Effects
Unformatted Document Text:  13 While McQuail’s typology may not appear to resemble closely the matrices discussed earlier, it accomplishes the same goal of locating media effects in multidimensional space. It, too, can be used to organize the research literature. Katz (2001), one of Lazarfeld’s early collaborators, recently proposed what he called three “amendments” to Lazarsfeld’s matrix. First, noting that “non-change” may result from mass communication, Katz said he “would not limit effect to change.” “Indeed,” he said, “non-change is the powerful effect of critical theory.” (He noted that

Authors: Lasorsa, Dominic.
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13
While McQuail’s typology may not appear to resemble closely the matrices
discussed earlier, it accomplishes the same goal of locating media effects in
multidimensional space. It, too, can be used to organize the research literature.
Katz (2001), one of Lazarfeld’s early collaborators, recently proposed what he
called three “amendments” to Lazarsfeld’s matrix. First, noting that “non-change” may
result from mass communication, Katz said he “would not limit effect to change.”
“Indeed,” he said, “non-change is the powerful effect of critical theory.” (He noted that


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