Mass Communication Research at the Dawn of the 21st Century

Abstract

This chapter reviews the current state of research according to dominant mass communication theories and lines of research. Theoretical perspectives addressed include agenda setting, framing, diffusion of innovations, gap hypotheses, third-person effects, cultivation, priming, social cognition, uses and gratifications, and critical/cultural studies. Prominent lines of research falling within or between these perspectives include media portrayals, media constructions, health issues, newer technologies, cultural maintenance and change, children and media, and political communication. The perspectives reflect different beliefs as to the roles of the audience, media, and society. Some emphasize purposeful individual selection and use, whereas others stress the power of media to influence societal directions and audience beliefs. Investigations reflect both differences and commonalities in assumptions and approaches. Regardless of discipline, concentration, or perspective, however, the expansive research in th...

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