Some Highlights In Media History
The "Minimal Effects" Era
- Lazarsfeld & colleagues’ studies of the elections in the 40’s
- Media as reinforcers, not revisers
- Distance and impersonality
- Selective attention and perception
- Resistance
The Modern Era: Media Effects Reborn?
- New technologies and techniques; greater reach
- Dissolving of party attachments
- Coverage vs. content
- More sophisticated and powerful research designs reveal subtle effects