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Social Sci LibreTexts

2.13: Post-Cold War- strong effects model

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    • 465px-Elvis_Presley_promoting_Jailhouse_Rock.jpg
    • Contributed by Media Hack Team
    • Hack-a-thon at University of Otago and others
    • Published by Creative Commons

    In the wake of the Cold War researchers made a U-turn and revisited the idea of a strong effects model. While it was clear from earlier research that the media does not control outcomes in terms of audience action, it was undeniable that the media does indeed affect what and how people think. Two areas where there is strong evidence of media effects are:

    Agenda setting

    After discussing the questions posed under Agenda Setting look at them again but in terms of the degree the particular media sources are attempting (or not) to affect audience opinion on an issue. List any reasons and observations that lead you to that point of view.

    Media framing

    Do the same as above but in terms of Media Framing Theories.