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What are the ways audiences use the mass media, and what are the gratifications they receive from that usage? What functions do soap operas provide for the audience? Theories and research dealing with these questions are presented in the first chapter of the text.

The second chapter concerns how knowledge of news is diffused throughout society, followed by how adoption of new innovations is spread. Research on the Knowledge Gap, as well as the diffusion of public opinion and the Spiral of Silence, is presented.

The final two chapters concern Cultivation Theory and how fear is...

This text provides empirical research on some of the most controversial media issues of our times. The first chapter investigates such issues as the effects of viewing erotica. How are users affected? Are rapists users, and are they affected? Are there therapeutic effects of viewing erotica? The second chapter covers how violent depictions affect violence in society. What are the findings of various government commissions and other research on depictions of media violence? The third chapter presents theories on causes and prevention of violence. Are viewers desensitized to violence in...

Useful to both professional persuaders and students of media effects, this book presents theories and empirical research on methods of social influence, including advertising, agenda-setting, propaganda, public relations, and public communication campaigns. The reader first learns how source credibility affects persuasion and the theories that account for persuasion effects, followed by research on the third-person effect – the belief that others are affected by persuasion attempts, but not ourselves. A chapter on the effects of advertising follows, including effects on children, and...

This textbook covers the basics of media research, through which the reader will learn the advantages of scientific research over other types of knowing, and how to conduct experimental and survey research, including polling procedures. The book also presents the historical development of mass media, the nature of the audiences of each medium, the basics of various learning theories, research on children's learning from Sesame Street and Mr. Rogers, and discussion of critical thinking techniques. Also included is extensive research on how the media socializes us, encompassing studies on...