cumulative effects theory

http://www.jour.unr.edu/donica/101/effects.html
Media Effects Theories

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Understanding what effects the media has on individuals and society has been of interest to researchers for decades. Our understanding of media effects has gone through three primary phases:


Powerful Effects -- 1920s to 1940s

• Researchers believed that the media (movies and radio) had very immediate and direct impacts on its audience.
• Harold Lasswell studied World War II propaganda and concluded that the media could be used to change behavior: convince soldiers of their duty, get housewives to change food habits, improve morale of new recruits.
• Assumes that the audience is passive and uncritical. Based more on anectodal evidence than on empirical research.
• Sometimes called the hypodermic needle or bullet theory.

Minimalist Effects Theory -- 1940s to 1960s (approx.)

• People appear to be far more influenced by friends and acquaintances than by the media. Paul Lazarsfeld conducted two massive studies of voter behavior and opinion during an election, concluding that the media had very little direct effect on voters choices.
• Audiences are stubborn and insulate themselves against contradictory messages.
• Maxwell McCombs and Don Shaw developed a theory of agenda-setting, explaining that the media do not tell people what to think, but what to think about.
• Narcotizing dysfunction -- Some researchers believe that the media causes people to withdraw and become passive.

Cumulative Effects Theory -- 1960s to present

• The media can have both powerful and limited effects on an audience, depending on situational factors.
• Mass media is a socializing influence that impacts the development of attitudes, beliefs and values.
• Mass media is more influential during periods of unrest, when people are uncertain.
• Mass media is more influential on some personalities than on others.
• Spiral of silence (Noelle-Neumann, 1984) -- People make judgments about which side is ahead and gaining support on controversial issues. The "losing side" stops voicing opinions, starting a spiral of silence, which ultimately affects change of opinion and behavior.

Uses and Gratifications Studies

• Explores why people use the media: for surveillance, for socialization, for diversion.
• Consistency theory says that people tend to watch and read what they agree with.

http://www.theory.org.uk/ctr-eff.htm
Media 'effects'
This page is about the idea of straightforward media 'effects' - the idea that people will simply copy things they've seen in the media. For material on more subtle media influences see the role models and identity sections.
The whole problem with the media effects research is that it takes place in that depressing corner of 'communications' research which places more value on a veneer of 'scientific' method than it does on actually saying anything.
If these 'scientific' approaches were appropriate and found interesting things, that would be good. But they usually aren't, and don't. This is made worse by the fact that rubbish methodology seems to be very popular. See the Journal of Communication for some classic examples.