Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Sign In to gain access to subscriptions and/or personal tools.
The Harvard International Journal of Press/Politics
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Mathias Kepplinger, H.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Reciprocal Effects: Toward a Theory of Mass Media Effects on Decision Makers

Hans Mathias Kepplinger

Institut für Publizistik, Johannes Gutenberg-Universität Mainz, Colonel-Kleinmann-Weg 2, D-55099 Mainz, kepplinger{at}uni-mainz.de

The article presents a framework for the analysis of reciprocal effects of mass media—in this case, their impact on subjects of media reports, especially on decision makers in areas of politics and business. It outlines a feedback model with three sets of variables referring to (1) media coverage and media as institutions, (2) awareness and processing of information, and (3) observable effects on subjects and others.The article presents several theories that explain effects on decision makers and illustrate the relevance of this approach with empirical data from a broad range of quantitative studies. In the final section, theoretical and methodological problems of such an approach are discussed.

Key Words: theories of media effects • indirect effects of media coverage • effects on media subjects • effects on interaction of cognition • emotion • and behavior

The Harvard International Journal of Press/Politics, Vol. 12, No. 2, 3-23 (2007)
DOI: 10.1177/1081180X07299798
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?