Abstract
The last chapters have introduced you to ideas of convergence and globalization. There are also theories that attempt to explain these phenomena and the components of the mediation process — structures and organizations, content, audiences and effects. This chapter will provide an overview of:
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the shift from a simple model of media influence to more complex theories such as agenda setting, constructivism, diffusion of innovations and uses and gratifications;
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the emergence of the concept of the active audience to describe the complexity of how people use media.
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Further reading
McCombs, M.E., and Zhu, J. (1995). Capacity, diversity and volatility of the public agenda: Trends from 1954 to 1994. Public Opinion Quarterly, 59, 495–525.
McQuail, D. and Windahl, S. (1981). Communication models for the study of mass communication. London: Longman.
Rogers, E.M. (1982). The Empirical and the Critical schools of communication research. In M. Burgoon (ed.) Communication Yearbook 5 ( 124–44 ). New Brunswick: Transaction Books.
Rogers, E.M. (1994). A history of communication study. New York: Free Press.
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© 2009 Mark Balnaves, Stephanie Hemelryk Donald and Brian Shoesmith
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Balnaves, M., Donald, S.H., Shoesmith, B. (2009). Classics in media and effects. In: Media Theories and Approaches. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-137-09492-6_4
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DOI: https://doi.org/10.1007/978-1-137-09492-6_4
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