Main Points

Surveys and experiments are the two main quantitative techniques used to study the effects of mass communication.
Media can serve as socialization forces when they are the primary sources of information about a topic and that information is presented in a consistent manner.
Media can cultivate false perceptions of reality among some heavy users.
TV ads directed at children can influence attitudes and perceptions about certain products.
The media can set the priority of certain issues for the public.
TV viewing does little to help academic skills.
TV violence shows a small but persistent correlation with antisocial behavior among heavy viewers.
Experiments have shown that TV can produce prosocial behavior, but little evidence of this effect has been found in surveys.
Television has had little effect on voter turnout. The media are more effective in reinforcing or crystallizing a person's voting choice. TV has had significant impact on the conduct of politicians and political campaigns.
Exposure to pornography has been linked to feelings of sexual callousness.
The main topics of research concerning the Internet are its effects on the usage of other media, the relationship between social isolation and online media use, and the new phenomenon of Internet addiction.
Future concern about the effects of mass communications have implications in the areas of privacy, isolation, and escape.

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