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Media Effects
Media effects

The phrase media effects implies that media messages have a direct and significant effect on the knowledge, attitudes and even behaviour of members of the audience. In one sense, of course, the claim for media effects is a truism. Even watching the weather forecast will increase viewers' knowledge of the short-term forecast and may even influence their behaviour, encouraging them to take a brolly with them if rain is forecast. But the extent and character of any media effect has been hotly contested (Barker and Petley 1997: 1–12; Philo and Miller, 1999: 21). It remains the area in mass communications about which ‘there is least certainty and least agreement’ (McQuail, 1987: 251) with some authors expressing their scepticism about media effects in book ...

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