Media Effects: A Review of 50 Years of Research
(7,000 words) – by Jim Macnamara Download

The media has been credited with and accused of creating significant effects on audiences from generating demand for products and services to inciting violence, racism and sexism. Despite decades of research, governments, social policy makers and communication practitioners continue to misunderstand the effects of media and communication. This paper reviews 50 years of research that should be noted by all users and students of media

 

 
 
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• Jim Macnamara presents refereed paper at the Australian and New Zealand Communication Association (ANZCA) 2008 conference, Wellington New Zealand