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Main Points
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  • 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 violence shows a small but persistent correlation with antisocial behavior among heavy viewers.

  • Experiments have shown that TV can produce prosocial behavior, and some evidence of this effect has been found in surveys.

  • The media are more effective in reinforcing or crystallizing a person's voting choice. TV has had a significant impact on the conduct of politicians and political campaigns.

  • The main topics of research concerning the Internet are its effects on the usage of other media and the relationship between social isolation and online media use.

  • Other concerns about the effects of mass communi-cations focus on the areas of privacy, isolation, and escape.








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