The Effect Tradition

It is one theory that studies how the media can affect us. Among the three theories that discuss about it, is a tradition Effects most common theory. Since the first, researchers believed in "magic bullet theory" in the communication effect. Individuals believed to be directly and easily influenced by media messages, since media is considered as a great power to shape public opinion.

Raymond Bauer rejected the idea that the direct effects of hypodermic-needle work among communicators and audiences, and consider the many variables related to the shape effect on audience in various ways.

Hypodermic-needle theory followed by a "two-flow hypothesis." Two streams of this hypothesis is the notion that the media inform opinion leaders, who can influence others through personal communication.

In the 1960s, believed that the media effect is mediated by other variables. Advertisement of a particular product may affect or may not affect us, depending on other variables, for example, with whom we are watching these ads, etc..

In surveying the literature on the effects of the communication, Klapper develop the thesis that the communication is not a requirement and is causing quite an effect on the audience, but is mediated by other variables.

Theory of selective exposure appears to explain influenced media within a moderate level. According to this theory, the effect on the audience is influenced also by the selectivity, both as a group or private.

Selective exposure hypothesis predicts that in many circumstances, people will tend to select information that is consistent with their attitude.

Compared with the bullet theory, the reinforcement and selective exposure theory considers that mass communication is more complex than what was envisioned. This theory fully take into account a variety of situations with variables that would inhibit the effects of the media.