Media Effects

Don W. Stacks, Zongchao Cathy Li, Cylor Spaulding

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Scopus citations


This article examines the impact of the media on audiences and society from two perspectives. The traditional approach examines how different media outlets (e.g., newspapers, radio, and television) impact on how audiences perceive the information contained in the outlet or how the audiences use a particular outlet through the media. The contemporary approach examines how the media are used by others to change attitudes and beliefs. Both traditional and contemporary approaches to media effects help to better understand how the media - and those who use it - influence people and society.

Original languageEnglish (US)
Title of host publicationInternational Encyclopedia of the Social & Behavioral Sciences: Second Edition
PublisherElsevier Inc.
Number of pages6
ISBN (Electronic)9780080970875
ISBN (Print)9780080970868
StatePublished - Mar 26 2015
Externally publishedYes


  • Agenda setting
  • Audiences
  • Cultivation
  • Elaboration likelihood model
  • Heuristic-systematic model
  • Media effects
  • Spiral of silence
  • Third-party endorsement
  • Uses and gratifications

ASJC Scopus subject areas

  • Social Sciences(all)


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