A history of media effects research traditions

Vorderer, Peter ; Park, David W. ; Lutz, Sarah

URL: https://books.google.de/books?id=c0yfDwAAQBAJ&pg=P...
Document Type: Book chapter
Year of publication: 2020
Book title: Media effects : advances in theory and research
Page range: 1-15
Publisher: Oliver, Mary Beth
Place of publication: New York, NY ; London
Publishing house: Routledge, Taylor & Francis Group
ISBN: 978-1-138-59018-2 , 978-1-138-59022-9 , 978-0-429-95702-4 , 978-0-429-49114-6
Edition: 4.
Publication language: English
Institution: School of Humanities > Medien- und Kommunikationswisseschaft (Vorderer 2010-)
Subject: 070 News media, journalism, publishing
380 Commerce, communications, transportation
Abstract: In this chapter, initially we will focus on what communication originally meant across academia. Building on this, we will be able to differentiate between a few disciplinary traditions in communication studies and point to what may now be called the two official narratives of the history of media effects research. We will highlight the most important historical phases in communication research and will refer briefly to the often lamented (and sometimes also demanded) dichotomy between the social science and the humanities approach as it is manifested in our field. We will then refer to media effects in a more narrow sense, picking up on how its history has often been described and systematized along the lines of strong, weak, moderate, and negotiated effects. In order to summarize the most important theories of media effects research we will refer to Kepplinger’s (2008) distinction between what he called learning theories and cognitive theories, and, subsequently, by reconstructing the history of these theories and models by deriving them from their underlying epistemology. We will close this section by pointing to some more recent theoretical developments, which are characterized by an attempt to differentiate and to integrate various components of the media-effects process. The final section will then lead us to the question whether media effects still exist in today’s media-saturated world, and, if so, what sort of effects remain in this world of ubiquitous media use. This, in turn, will bring us back to the roots of the field, in which communication was conceived as something significantly broader than what today is often meant when we talk about the uses and effects of media.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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ORCID: Vorderer, Peter ; Park, David W. ; Lutz, Sarah ORCID: 0000-0003-1310-934X

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