Limited Effects Theory

Knowledge Center



Summary, forum, best practices, expert tips and information sources.


Summary
 

What is the Limited Effects Theory? Meaning.

The Limited Effects Theory is a mass communication theory which argues that the influence from a mass media message on individuals is limited or even trivial.


The Limited Effects Theory was developed in late 1940s by sociologists researching about social context and media effects. At that time media studies were commissioned by the US government and the administrative research was supported by political parties. The scope of the research was to analyze how to leverage media to best promote political candidates.

By studying electoral campaigns it was assumed that media could have had three types of effects on audiences:

  1. Activate floating voters to take a decision.
  2. Reinforce the preference in convinced voters.
  3. Convert convinced voters to switch their preference.

Research by Paul Lazarsfeld demonstrated that media effects where strong only for the second type. A conclusion of the research was that audiences where not passive, because the response to a stimulus was not passive, immediate and mechanistic as defined by the Hypodermic Needle Theory. The response is instead mediated by resistance of the receivers, so it is configured as follows: Stimulus Resistance Response. (The same configuration of the response to media messages can be found in the Persuasion Theory).


Lazarsfeld also found that mass communication is linked to non-medial communication intrinsic in any social context. In other words, all relationships between components of a social group serve to mitigate media messages. Often the presence of Opinion Leaders tends to create a communication known as Two-Step Flow. The Limited Effects Theory is considered a major trigger for the development of new mass communication theories like the Two-Step Flow Model, Uses and Gratification Theory, Play Theory of Mass Communication, Cultivation Theory, and Dependence Theory.


Special Interest Group

Join

Limited Effects Special Interest Group.



Special Interest Group (206 members)

Forum

New Topic

Forum about Limited Effects.


Quotes on Limited Effects of the Media. Quotations
Hi, do you know of a remarkable, humorous quote by a famous person or a proverb related to the trivial influence mass me (...)
2
 
Reinforcement Theory
Hi I am a college student and need to find out more on Reinforcement Theory (RT).
Wikipedia says RT is a limited ef (...)
1
 
1 comments
🔥 NEW Further Limitations Contributing to the Limited Effect of Media
Pretty good summary on the limited effects theory. Just want to add that (obviously) personal political, practical or te (...)
0
 

Start a new forum topic about Limited Effects
Exchanging your ideas stimulates your personal and professional development. And you can help other people! Please motivate your point of view. You can still edit your topic for 3 hours.

 

Best Practices

Sign up

The top-rated topics about Limited Effects. Here you will find the most valuable ideas and practical suggestions.


Expert Tips

Sign up

Advanced insights about Limited Effects. Here you will find professional advices by experts.


Information Sources

Sign up

Various sources of information regarding Limited Effects. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.


Persuasion Techniques, Intentional and Subliminal Persuasion by Media

Persuasion Techniques, Subliminal Persuasion, Media Cultivation
This presentation is about Persuasive effects of the media and includes the following sections: 1. What is persuasion? (...)

Oversight of Various Theories About Media Effects

Media Effects, Media Management, Mass Media
Presentation that gives an oversight of theories about media and its effects on their audience. The following theories (...)

Research Links

Sign up

Automatically jump to further useful sources regarding Limited Effects.


News Videos Presentations Books More

News

Videos

Presentations

Books

More

Special Interest Group

Are you interested in Limited Effects? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this knowledge center

Copy this HTML code to your web site:

 
 

Return to Management Hub: Communication & Skills  |  Ethics & Responsibility  |  Marketing


More on Management  |  Return to Management Dictionary

 

This ends our Limited Effects Theory summary and forum.



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2021 12manage - The Executive Fast Track. V15.8 - Last updated: 11-5-2021. All names of their owners.