Document Type

Book Chapter

Rights

This item is available under a Creative Commons License for non-commercial use only

Disciplines

Media and socio-cultural communication

Publication Details

The Handbook of Media Audiences (Global Media and Communication Handbook Series (IAMCR))

Abstract

The media effects tradition occupies a hugely influential and dominant role within mainstream communications research. It is unquestionably the longest running tradition within the field of audience studies, spanning nearly its entire history, yet it continues to divide opinion, both methodologically and with regard to its fundamental approach towards the study of media audiences. Its influence extends well beyond the academy, and the powerful influence exerted by its research agenda on public and political understanding of the impact of media is perhaps one of its most significant achievements.