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"Media Effects offers students an in-depth examination of the media's constant influence on individuals and society. W. James Potter frames media's effects in two templates: influence on individuals and influence on larger social structures and institutions. By positioning the different types of effects in the forefront, Potter helps students understand the full range of media effects, how they manifest themselves, and the factors that that are likely to bring these effects into being. Throughout the book, Potter encourages students to analyze their own experiences by searching for evidence of these effects in their own lives, making the content meaningful on a personal level." -- Provided by publisher.

The media effects tradition occupies a hugely influential and dominant role within mainstream communications research. It is unquestionably the longest running tradition within the field of audience studies, spanning nearly its entire history, yet it continues to divide opinion, both methodologically and with regard to its fundamental approach towards the study of media audiences. Its influence extends well beyond the academy, and the powerful influence exerted by its research agenda on public and political understanding of the impact of media is perhaps one of its most significant achievements.

"Media's effects on our lives has fundamentally changed in the past decade. This textbook surveys the literature of effects from exposure to traditional media and focuses attention on the special kinds of effects that have resulted from changes in the nature of those exposures as well as the access to a much wider range of messages and experiences"--

Memory mediates the effects of mass media on the individual. The nature of memory is such that encoding, storage, and retrieval of episodic (context-dependent) information from mass media messages is often inhibited whereas semantic (thematic, procedural, structural) information retention is often promoted. Therefore, mass media effects are better defined in terms of structural information transmission than in terms of specific content transmission.

It is a distortion to allege that Paul Lazarsfeld's view of the media focused narrowly on campaigns & their limited influence. Apart from the creative impulse of this work, which led to the incorporation of audience selectivity & interpersonal relations into the design of effects research, the fact is that most of his work on the media -- & certainly his conception of their functions & effects -- extends far beyond short-run changes of opinion & attitude. Moreover, his concept of "reinforcement" is a major link to the central argument of critical theory that the media reinforce the status quo. Rereading a paper of 1948 reveals Lazarsfeld's "map" of media effects, which can serve as an agenda for media research -- even today. A suggestion is made for adding additional dimensions to his map. 1 Table, 24 References. Adapted from the source document.

Includes Supplementary Material ; In this current hyperconnected era, many could argue that multifaced daily news events, arranged into univocal storylines, generate effects well beyond the media environment. Empirically speaking, most explorations of media and cyberspace focus discretely on one or the other, parochially missing their potential interaction. More specifically, could negative media events, laced with dueling narratives, aimed at the United States and its interests by other countries on a given day, impact the level of cyber intrusions on U.S. networks the next day? The purpose of this study is to relate today's recorded cyber intrusions on a U.S. network to yesterday's media events using statistical regression models as the method of testing for the relationship's existence. The analysis begins with a broad investigation of all regimes, and then proceeds through specific regime types, before narrowing down to case studies of specific countries. The evidence provided from these models bears out that negative media narratives projected by other countries toward the U.S. generate measurable impacts on the level of ensuing intrusions on U.S. networks. Furthermore, these effects vary in important ways across countries and regime types contingent upon their unique culture, political context, and evolutionary setting. ; NPS Foundation ; Civilian, Department of the Navy ; Approved for public release. distribution is unlimited