THE RISE OF LIMITED-EFFECTS THEORY

THE RISE OF LIMITED-EFFECTS THEORY

THE RISE OF LIMITED-EFFECTS THEORY Two wars—one imaginary, one real—helped move mass communication theory away from notions of powerful and subversive mass media to a more moderate and benign view. The War of the Worlds researchers, led by Hadley Cantril, were part of a vanguard of social scientists who transformed our view of how media influence society. Within twenty years of Welles’s broadcast, the way many scholars looked at mass media had been radically altered. They no longer feared media as potential instruments of political oppression and manipulation, but instead portrayed mass communication as a relatively benign force with much potential for social good. Researchers gradually came to see media’s power over the public as limited—so limited that no government regulations were deemed necessary to prevent manipulation. limited-effects perspective The guiding idea that media have minimal or limited effects THE DEVELOPMENT OF LIMITED-EFFECTS THEORY The people who developed limited-effects theory […]

Continue Reading