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A Multidimensional Approach to the Study of Media Effects
Unformatted Document Text:  25 yesterday’s protest rally was a total sham, and here’s why.” However, there is also the possibility of long-term effects from the repetition of the same sort of slant and, indeed, such a possibility might underlie much of the concerns about any one story. “Dear Editor: That story you ran about yesterday’s protest rally is just one more example of how for years now you have been making our movement look bad, and here’s why.” Golding also noted that some media bias might be intentional whereas other media bias may be unintentional. By combining short- and long-term effects and intended and unintended effects, Golding produced a four-fold typology (a set of four types) that might be worth exploring further. He proposed that intended short-term effects be considered “media bias” and that unintended short-term effects be considered “unwitting media bias.” Intended media bias that lasts a long time he suggested might be regarded as “policy,” and unintended media bias that lasts a long time might be regarded as “ideology.” Whether or not these particular ideas about media bias are worth pursuing, by thinking about how media effects dimensions might be related we develop new ideas that might be worth further exploration. This is a good technique for building theory. Summary In exploring media effects, the more dimensions we consider, the richer will be our understanding. For that reason, it is suggested that the study of any media effect consider each of the eight dimensions identified here. Furthermore, matrices of media effects dimensions can be helpful organizing tools, pedagogical tools, and theory building tools. In addition, those interested in building theory can employ the strategy suggested here of combining two or more dimensions to produce multidimensional

Authors: Lasorsa, Dominic.
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yesterday’s protest rally was a total sham, and here’s why.” However, there is also the
possibility of long-term effects from the repetition of the same sort of slant and, indeed,
such a possibility might underlie much of the concerns about any one story. “Dear
Editor: That story you ran about yesterday’s protest rally is just one more example of how
for years now you have been making our movement look bad, and here’s why.”
Golding also noted that some media bias might be intentional whereas other
media bias may be unintentional. By combining short- and long-term effects and
intended and unintended effects, Golding produced a four-fold typology (a set of four
types) that might be worth exploring further. He proposed that intended short-term
effects be considered “media bias” and that unintended short-term effects be considered
“unwitting media bias.” Intended media bias that lasts a long time he suggested might be
regarded as “policy,” and unintended media bias that lasts a long time might be regarded
as “ideology.”
Whether or not these particular ideas about media bias are worth pursuing, by
thinking about how media effects dimensions might be related we develop new ideas that
might be worth further exploration. This is a good technique for building theory.
Summary
In exploring media effects, the more dimensions we consider, the richer will be
our understanding. For that reason, it is suggested that the study of any media effect
consider each of the eight dimensions identified here. Furthermore, matrices of media
effects dimensions can be helpful organizing tools, pedagogical tools, and theory building
tools. In addition, those interested in building theory can employ the strategy suggested
here of combining two or more dimensions to produce multidimensional


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