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A Multidimensional Approach to the Study of Media Effects
Unformatted Document Text:  4 5. The Duration Dimension -- a measure of the extent to which the effect endures. (Long-term versus short-term effects.) Often commingled with “the time dimension,” it is useful to treat this as a separate dimension because an effect that is immediate is not necessarily short-term nor is an effect that is delayed or cumulative necessarily lasting. The duration dimension addresses the question of staying power. Is the effect enduring or ephemeral? 6. The Change Dimension -- a measure of the extent to which the effect is dynamic or static. (Alterating versus stabilizing effects.) Sometimes dichotomized into “reinforcement” versus “conversion.” Sometimes referred to as “the impact type.” Does the effect change or reinforce the status quo? 7. The Intention Dimension -- a measure of the extent to which the effect is intended by the source. (Planned versus unplanned effects.) Sometimes referred to as “intentionality.” Is the effect intentional or unintentional? 8. The Condition Dimension -- a measure of the extent to which the effect is direct or constrained by exogenous factors. (Main versus conditional effects.) Is the effect unconstrained by conditions (unconditional) or does it occur only under certain specified situations? Uses of media effects dimensions The identification of media effects dimensions has both pedagogical and theoretical value. We can use it not only for instructional purposes but also to help build theory. Although authors may not always explicitly note it, many major reviews of the mass communication literature have been organized around one or more media effects

Authors: Lasorsa, Dominic.
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5. The Duration Dimension -- a measure of the extent to which the effect endures.
(Long-term versus short-term effects.) Often commingled with “the time dimension,” it
is useful to treat this as a separate dimension because an effect that is immediate is not
necessarily short-term nor is an effect that is delayed or cumulative necessarily lasting.
The duration dimension addresses the question of staying power. Is the effect enduring or
ephemeral?
6. The Change Dimension -- a measure of the extent to which the effect is dynamic or
static. (Alterating versus stabilizing effects.) Sometimes dichotomized into
“reinforcement” versus “conversion.” Sometimes referred to as “the impact type.” Does
the effect change or reinforce the status quo?
7. The Intention Dimension -- a measure of the extent to which the effect is intended by
the source. (Planned versus unplanned effects.) Sometimes referred to as
“intentionality.” Is the effect intentional or unintentional?
8. The Condition Dimension -- a measure of the extent to which the effect is direct or
constrained by exogenous factors. (Main versus conditional effects.) Is the effect
unconstrained by conditions (unconditional) or does it occur only under certain specified
situations?
Uses of media effects dimensions
The identification of media effects dimensions has both pedagogical and
theoretical value. We can use it not only for instructional purposes but also to help build
theory.
Although authors may not always explicitly note it, many major reviews of the
mass communication literature have been organized around one or more media effects


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