What different types of “effects” can media have, and what are the theoretical and methodological problems associated with viewing media in terms of effects? Discuss in terms of relevance to the research. “One of the first and most important assumptions in the study of mass communication was the presumption that media and their content have significant and substantial effects” (Perse, EM 2001: 3). The current affairs debate and concerns about “media effects” have a long history. “Mass communication could become the basis of people's view of the world” (Lippman, 1922)4. This quote demonstrates that in the early 1900s, scholars were concerned about the media's dominant ability to influence the public. With the advent of new media, opinions on the issue have rarely changed. “Media effects” refers to the power and influence of mass media on audiences in society and how this affects individuals' patterns of thinking and behavior. It has been widely argued that research findings on the topic of media effects have given rise to concern and, more recently, concern. research has tended to focus largely on illustrating how media can have harmful effects on people. Influence or effects exist when we can notice “a significant causal link between an external factor and a vision we have formed or perhaps an action we have taken” (Corner, 1999). This demonstrates “the direct effects on public behavior and ways of thinking”5. The most common research and writing on the possible effects of media focuses on the relationship between media and actual violence, the notion of public fear, worry and insecurity, new forms of media, the relationship between media and sex, socialization of children, creation...... middle of paper ... because each method has a drawback and may not give valid results.Bibliography1. Cumberbatch, G. (1998) “Media Effects: The Controversy Continues” in Briggs, A. and Cobley, P. (eds.) The Media: An Introduction, pp. 262-274.2. Holland, P. (1997) “Living for the Libido; or, Childs Play IV” in Barker, M. and Petley, J. (eds.) Ill Effects. The debate on media and violence, pp. 413. Kitzinger, J. (2002) “Impacts and Influences” in Briggs, A. and Cobley, P. (eds.) The Media: An Introduction, pp. 2724. Perse, EM (2001) “The Presumption of Media Effects” in his book Media, Effects and Society, pp. 35. Saltzis, K. (2010). “The study of media audiences – First perspectives – The tradition of effects”, taken from MS1001. University of Leicester, Attenborough Lecture Theater 3, February 2. Available from: Blackboard [02/02/10]