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    The Influence and Effects o

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    api-272366430

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    © All Rights Reserved
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    {4 | sae xeLUENCE AND ESFECTS OF | Tues Mepia ‘ "HENFLUENCE AND EFFECTS OF MASS MEDIA the sue mains a disputed one—boh n general about he sgicance of truss media and in partclar about the likely efi of given instances of ‘mass communications. Inevitably, this discussion has to begin with some Slaiestion of terms, since one a the perenal dfelis i the case has been the lack of communication herween those who have investigated te sgueton of medi influence on the one hand and, on the othe the pubic, mein producers and thor concerned with plc policy forthe med. Perhaps should tbe clined hat the question of les is somewhat unfair oe, one rarely asked of comparable istion ike eligi, ec tion or che Iw which alli their way communicate to the public oo par ‘cular publ and where questions about elect aswell ay ans could well he asked, The mass medi are ighly diverse in conten and in forms npn ization and include avery wide range of aces which could have fas on soci To make the question no oly more fig but also mare meaning, Weed to introdace& umber of qualifications and speciation’ in, we can dlingish between efece and eficvenss, the former refering to any ofthe consequences of ass media operation, whether Intended or nt, the later to the capacity to achieve given objectives, whether his be atractig large auienes or infvecig opinions and behav- tour Both mater are important, ba diferent set of considerations lates to each, A second, though perhaps ios, point on which tobe clear cone term the reference in tine. Are we concerned with he pat cr with pedi tions about the fare the former, we ned tobe pres te late and ‘oe it isa prediction about what going on now and its eles which sa main concer, chen some uncertainty is inevitable Third, we need tobe clea about the level on which feces whether this iach eel of he individual the group, the insaton the whole so fy or the clare: Each or all may beafested in some way by mass com ‘munication. To spec the evel meainguly also rauics ut to ame the Kinds of phenomena on which influence may be exerted We an investigate some phenomena a sever! levelsevpecily opinion and bl which eam ‘nea mater of individual opinion aswel asthe collective expression of inst- ‘tutions and societies. On the other hand to say the eft ofthe media om the way invitation operate require ast look at he relatonships baween ‘people occopying diferent role an atthe sractare and coment of these {oles Polis provides a good example, whete the mass media hare prob by ated nor only individual political opinions but alsa the way pois is conducted and its main ates organize, Poical roles may have Been changed swell sour expectations of politics, he reatoabi of fl- lowers to kaers and even pethaps some ofthe values of politcal if. All this isa matter of historia change mach slower andes reverse than any influence on pinion, atta or oting behaviour Again it clear the di eM ecu . Feceace of level of fects lio rated to iffeen dine spans. Changes in ‘tre and in society ae slower fo occur least easy to know of with ot ‘ing, kas easy to face co their oni, mon ly to persist. Changes ‘iectng individuals ae quick ro osu, relatively eas to demonstrate and to aibuefo a source ls ety to ants in terms of soca a pr formance Hence we rend ind satin in which the larger and ore Sienifcan quentions of media eter are mos subj to conficinginerpe tation and the most certain kaowledge we have i most pen othe charge ffeil and las asf ata basis for generalization. Perhaps one could ‘heflly ad futher et of diineons which have to be made ety on, whatever the eel of analysis. This relates to the direction af eect Are che Tred changing someting, prevesng someting, facilitating something or feisorcing and effing something? The importance ofthe question is ‘Sbvous, but ts worth sessing eal a the discussion that no change ‘ect can bea ifn reverse and there isle dou hatin ome Fespect the edit donb ax well 2 promoce change ‘The History of Research int the Effects of Mass Communication {Whe ean carci the 0 yee mote fine in ea ccs nics tres man sage Inthe pase nich rom hear of fheconury to he ate nnn sii the med, where they wee deel pede Europe and Noth Ansa, were tuted considera power ‘pe opion aad beet hangs habisof ie actey os behavou and ene politcal sms even tains renee Such ows wee not based on acct inesagaton St mere had On empire oberon of the stdnexerson ftv aire tne mois and on the pret ara lone the popula pes aca andra. The sumption of ea power tras alsoacte upon sees, by advert government popeg2as in {Eee World Way aewspaperpopitor te rls of aaa ae, Su ected desl by ney las the est ons in he asa. isnot relvans ahs tage king coined i eye ape focal ence when the methods nd concep for investing hse phe Semana wer ony deo “The sccond sage extends fom about 1940 tothe ery 1960 ad ti acon shaped by prowh of mas commemeatonrsarch in the United Sens and te application of epic! method t specie guctns about threes and ecvenrssof ass communication The inoens of ie Plas of research suraigly eet ven the ther mero rage ofthe sina eked snd eively sal oan of substan sie, Most ‘Moen perhaps were the ais of Present elecuors a 1940 and 134 by Las (194), eee 6a) (1954) andthe programe of research into the use of ms fr training and indoctrination of American Servemen undertaken by Hovland ea (1980) A ear and longest “ison ofl psychological nguty no the efecto mand other media tmcrine, epgression sod rial and other estes should alo be mentioned {eee Blomier, 1933 In practice» smal amber of mach ced stds pro- ded he sostance foc the general view of medi effects and efctiveness Uich was generally beng deme in social and polities science by the nd ofthe 1960s, Where there wa earch ouside the Unie Sates ‘Femaman and McQ 1961), # wasn the same mould and tended 9 co Firm rather than challenge the apreed version of media effets. Basically this ‘inion affirmed the iefcivenes and inpoteny of mass media and thir Tatervience to other more fundamental components in any potential sto ‘ono inflaenceThe mas melisprimariy ado, lor pint athe ime mos research was conducted emerged as unite major conto tor dicc change of individual opinions, atstdes oe behaviour orto be = tier cause of crime, aggression, or ether disapproved socal phenome, “Too many separate lvertgaton reached sina negative conclusions for histo be doubed. The comet by Klapper (1960) i an infec vew of research, that "mas communication does not ordinal serve a6 ancestry Und sufient cue of audience fet, but ater function through nexus tf mediating factors well sme up the outcome ofthe second phase. OF Course research had oe shown the diferent media tobe without effects, but ‘thad tablished the primacy of other socal facts and showed the power of the media tobe located within the existing strctures of socal relationships nd aptems of care and belie. Thereveral of «pie asumpsion by “oi Invesiation war stking and seemed che more complete becase the myth of mela power wat so strong and ocssionlly wera and mane, [Rte same inet should be adited tha neither pic anit about the ‘ew medium of teenson noe pofesioalopion ithe fel of adverssing “Ind ms communication was sch changed By the verdict of scence. In facts hardy bad he nolo” coneasion Become generally accepted than it become subject to re-examination by socal scintts who doubted chat the vole story had yet been ween "The third phase, which il est sone whee new thinking and ne cence i aecumlating onthe nBoence of ass communication, especial Fy serio, and the lng nepeted newspaper ees. As eal signs of doubts we cold cite Lang nd Lang (1959) oF Key (1961) oF Bm (1964) te Halloran (1964, The case for reopening the question of mass mea fects ress on several bases Fist ofall the lesson of noes as bees feared and serped and more modest expectations have take the place of rly belt. Whete stall effect ar expected, methods have tobe more re ‘Shen ation, the intervening variables of acl postion and prior au nce disposition, once identified as important, could now be more ade ‘atl measured, A second bans for eision, howeset, resed am a critique Ofte methods and tescch model which had bean used. These were mai [iy experiments or survey dsgned vo measure shorter changes ccring in individuals, ad concentrating expwally onthe key concept of aitode ‘Aternative rescach approscher might tae Tonge ime span, pay more “Srenin so people in their soil cone, ook st what people know (nthe Widest sens) rater than atti teades and opinions, take account ofthe thes and motives ofthe audence member st mediating ay effect, ook at Structure of be nd opinion and socal behaviour rather than individual ives take more atc ofthe conten shore eters are being studi In tit ican be argued that we ace only a the stare ofthe ask and Bave Jerexamined very fw ofthe questions sbout the ees of mass media expe Ely thoe whch reveal hemscvsin collective phenomena. Some ofthese mater are erred tlt anda thi poi ssfcet ro conclade that tre ae now na phase where the rca power ofthe medias onge more at {Gece of attention fr some scales, a ciecamatance whichis aot the rel of mere change of fasion but ofa genuine advance of knowle flee based on secure foundations, This advance has been uneven and alfred by external prsire, but ial enough. ‘The Evidence of Effects In onder to dics the resus of reseaech into ass medi effects ina ‘mcaingfl way, maybe helpful to divide wp the problem under a set of breadigs whi in componte way reflects the varous distinctions which have already been msione: of level of kind of lect and of proces; of esearch statey and metiod, Akough the headings wich follow do not, ‘die up the eld ina tually exclave way they do separate out herman topics which have teen dicosed and’ provide s bass for evaluxing {esearch enone, Bavely wha being indented i et of media itu ‘on o process which have disinctivefeatues andrei separate eval ston, The mort importante media stuns ar: (1) the campaigns (2) the

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