Media Effects Reconsidered

Abstract

Arguments are presented for looking at cognitive outcomes as dependent variables in communication research rather than placing emphasis only on affective realms. This approach also brings attention to the independent-dependent variable emphases found in the communication literature over the last few decades. The social context of media use and the motivations that spring from this contextual embeddedness are also discussed with regard to information utility and the distribution of information availability. Finally a comment is offered on how these perspectives may relate to developments in new media technology.