Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE (www.oxfordhandbooks.com). © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 15 July 2020

Abstract and Keywords

This chapter presents a critical analysis of many of the assumptions and practices that characterize the media effects literature. The thesis argued here is that a Generating-Findings perspective has been useful in producing this literature, but that this perspective has outlived its usefulness. It is time to shift into a new perspective now that the media effects literature has grown so large and fragmented and now that the distribution technologies as well as the culture itself has changed so much over the past few decades. The suggested newer perspective on media research and scholarship—called the Mapping-Phenomenon perspective—builds off the strengths in the existing literature while moving beyond its limitations. This new perspective requires a clear conceptualization of “mass” media along with its four major components of industries, audiences, messages, and effects.

Keywords: categorical thinking, conceptualizations, critical analysis, exposure states, lineation theory, mass media, media effects, new media environment, research assumptions, theory-driven research, unresolved debates

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.