Abstract
The study of media effects has driven mass communication research for most of the twentieth and twenty‐first centuries. Scholars have developed, tested, and supported various theories of → media effects. The key to this research is uncovering the explanation for the way mass media exposure translates into effects. Over the history of our field, the study of media effects has been driven by generalized views about how media effects occur. These general views serve the field as models, or simplified representations of the media effects process. Different models about media effects place different weight on either media content or the audience in providing the central explanation of media effects. Moreover, different models focus on different variables as central to understanding media effects (→ Media Effects, History of).
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