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The study of media effects is one of the most central tthe discipline of communication and encompasses a vast array of theoretical perspectives, methodological tools, and application timportant social contexts In light of this importance - as well as the rapid changes in the media environment that have occurred during the past 20 years - this Handbook of media effects theorizing and research explores where media effects research has been over the past several decades, and, equally important, where it would be most fruitful tgin the years ahead In addition tproviding a comprehensive framework for those interested in media effects, the Handbook alsemphasizes the changing nature of the media landscape Thus, new technologies not only provide new venues for research, but they alsrepresent challenges tmany existing media effects theories (that were formulated prior tthe widespread adoption of the Internet) The contemporary diversity of the field and its research is seen in chapters addressing sociological, cultural, and organizational approaches and in chapters on specific approaches, domains, and context-related effects Throughout the Handbook and within each chapter, authors address the following issues: (1) historical context on theory development/area of study; (2) theory explication and theoretical developments through tthe present; (3) typical method of study/research approach/moderators; (4) conceptualization of the audience; (5) the impact of new media environments; (6) criticismsntroversies; and (7) directions for future research Section I: Begins with an overview of the field, conceptualization of media effects, and the editors goals for the volume and then focuses on the range of methodologies (both quantitative and qualitative methods) used in the study of media effects Section II: Focuses on dominant theoretical approaches in the media effects area from a more societal perspective Included here are some of the most dominant theoretical perspectives in the media effects realm (ie, cultivation, agenda setting, framing) that relate tbroad-reaching effects of both entertainment and news programming The section then focuses on related theories that, though less developed, have received significant attention in the literature Texpand the horizon of this Handbook, a chapter on Cultural Studies in included tengage more qualitative views of medias societal effects Section III: Focuses on issues of message selection and processing that are central tthe mass media literature These chapters cut across application contexts For examples, the emotion chapter touches on entertainment, persuasion, and childrens media; the Social Influence/Environmental Aspects chapter includes issues of co-viewing in families, among peers, etc Section IV: Refelcts a dominant trend in media effects literature – that related tpersuasion and learning – and traces its theoretical perspectives (including major theories of persuasion and especially social cognitive theory) through the various contexts in which media have such effects, such as health, advertising, media literacy, and the like Section V: Explores the contexts and audiences that have been traditional foci of media effects research – violence, children, body image, videgames, sports, etc In each chapter authors address the theories most applicable tthose contexts, further expaning the theoretical offerings of this Handbook The focus on how this sort of research is typically conducted methodologically and how it will need tchange in light of new technologies and media advances make these chapters unique Section VI: Expands on existing work by focusing on a concern central and unique tthe communication discipline – message medium – and how it influences effects ranging from what messages are attended t(eg, formal features), how we spend our time (eg, displacement effects), and even how we think (eg, medium theory)
