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1 PAGE SINGLE, Can be 3-4 paragraphs

The media effects theories we learned this week mostly apply to traditional media. In

McQuail’s words, “[t]he newspaper, despite its changing content, conforms to a different

type. It is certainly public in character, but is less purely domestic and is individual in use.

Radio is now many things but often rather private, not exclusively domestic and more

individual in use than television. Both the book and music phonogram also largely follow

this pattern. In general, the distinction indicated have become less sharp as a result of

changes of technology in the direction of proliferation and convergence of reception

possibilities” (p. 45). The newer digital media, according to McQuail, have added to the

uncertainty about which medium is good for what purpose, but they also added the degree

of interactivity with and between users.

According to McLuhan, we need to focus on our everyday experience of technology. It’s the

ordinariness of media that makes them invisible. A medium shapes us because we partake it

over and over until it becomes an extension of ourselves. Because every medium

emphasizes different senses and encourages different habits, engaging a medium day after

day conditions the senses to take in some stimuli and not register others. That makes it very

difficult to study the effect of media: we lack comparison with “no media effect.”

After reading the texts, what do you think will be the future of media effects research?

While studies such as uses and gratification are on the wane, what can be the next

prominent media effect theory?

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