Milestones in Mass Communication Research: Media Effects
Milestones in Mass Communication Research, 3/e offers an impressive history of mass communication research over the past 60 years and emphasizes media effects.
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RESEARCH AS A BASIS FOR UNDERSTANDING
The Magic Bullet Theory as a Point of Departure
Notes and References
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actually adoption adult agenda aggressive behavior American attitudes audience Battle of Britain broadcast campaign chapter concerning conclusions conducted daytime serials developed educational effects of mass Erie County example experiment experimental factors film findings Herzog Hovland hybrid seed hybrid seed corn hypothesis Ibid important individual innovation interest interpersonal interviews investigation issues Jack Lyle L. L. Thurstone Lazarsfeld leaflets learning listeners magic bullet theory major mass communication research mass media mass society medium Mercury Theatre milestone motion pictures newspapers nonlisteners observational learning opinion change opinion leaders opinion leadership Overall patterns percent personal influence play political population portrayals presented problems programs propaganda public affairs question questionnaire radio relationship respondents role Rural Sociology sample Schramm selected showed significant sleeper effect soap operas stimulus intensity subjects televised violence theory topics two-step flow viewers viewing vote voters watching women