COMMUNICATION THEORY AND RESEARCH
Media-effect theories conceptualized the effects of media on the society. These empirical theories developed because they were more credible than speculative theories earlier used in media research
The theory paints media as part of several factors defining societal behavior (Schultz, Duane, Sydney & Schultz, 2003). It was founded by Lazarsfeld.
This theory has been said to have many strengths and weaknesess as listed below
• Views media as part of a larger influencing system in society (Baran & Dennis, 2002).
• Views the effect of media in society as a balanced phenomena
• Based on Empirical research (Magazine Publishers of America, 2000)
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