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Chapter Outline


THE DEVELOPMENT OF MEDIA EFFECTS RESEARCH
  • The "Bullet" and the "Needle"
  • Alternatives to Strong Effects
SOCIAL COGNITIVE THEORY
  • Key Concepts in Social Cognitive Theory
  • Social Cognitive Theory and the Communication Media
  • Summary
USES AND GRATIFICATIONS THEORY
  • What Gratifications Are Sought and Obtained from Media?
  • How Are Media Used in the Gratification Process?
  • Extensions and Critiques of the Uses and Gratifications Approach
MEDIA SYSTEMS DEPENDENCY THEORY
  • Media Systems Dependency Theory: The Basic Framework
  • Tests and Extensions of Media Systems Dependency Theory
COMPARISON AND COMMENTARY





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