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A Multidimensional Approach to the Study of Media Effects
Unformatted Document Text:  3 Each of the major works that has discussed media effects dimensions has generally identified and focused upon between two and five dimensions. However, different scholars have identified and focused upon different dimensions. Uncovered from these different sources were a total of eight different dimensions that can contribute to our understanding of the processes and effects of mass communication. Eight dimensions of media effects 1. The Response Dimension -- a measure of the extent to which the effect manifests itself as action, feeling or thought. (Behavioral versus affective versus cognitive effects.) Often referred to as “the response domain” or “the nature of the effect.” Does the effect influence behaviors, attitudes or awareness? 2. The Scope Dimension -- a measure of the extent to which the effect involves a larger corporation, a smaller group or an individual person. (Macroscopic versus microscopic effects.) Often referred to as “the level of analysis.” Does the effect occur within a community, a group (dyad), or a person? 3. The Content Dimension -- a measure of the extent to which the effect depends on content. (Content-irrelevant versus content-specific effects.) Sometimes referred to as “content specificity” or “content relevance.” Content-irrelevant effects are sometimes referred to as “diffuse-general effects.” Is the effect due to the media, regardless of content; to a medium, regardless of content, or to the content of the media or a medium? 4. The Time Dimension -- a measure of the time it takes for the effect to occur. (Immediate versus delayed or cumulative effects.) Does the effect take place shortly after exposure to the media stimulus or does it require time to develop or manifest itself?

Authors: Lasorsa, Dominic.
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3
Each of the major works that has discussed media effects dimensions has
generally identified and focused upon between two and five dimensions. However,
different scholars have identified and focused upon different dimensions. Uncovered
from these different sources were a total of eight different dimensions that can contribute
to our understanding of the processes and effects of mass communication.
Eight dimensions of media effects
1. The Response Dimension -- a measure of the extent to which the effect manifests
itself as action, feeling or thought. (Behavioral versus affective versus cognitive effects.)
Often referred to as “the response domain” or “the nature of the effect.” Does the effect
influence behaviors, attitudes or awareness?
2. The Scope Dimension -- a measure of the extent to which the effect involves a larger
corporation, a smaller group or an individual person. (Macroscopic versus microscopic
effects.) Often referred to as “the level of analysis.” Does the effect occur within a
community, a group (dyad), or a person?
3. The Content Dimension -- a measure of the extent to which the effect depends on
content. (Content-irrelevant versus content-specific effects.) Sometimes referred to as
“content specificity” or “content relevance.” Content-irrelevant effects are sometimes
referred to as “diffuse-general effects.” Is the effect due to the media, regardless of
content; to a medium, regardless of content, or to the content of the media or a medium?
4. The Time Dimension -- a measure of the time it takes for the effect to occur.
(Immediate versus delayed or cumulative effects.) Does the effect take place shortly after
exposure to the media stimulus or does it require time to develop or manifest itself?


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