De ontwikkeling van het effectonderzoek in de massacommunicatie

Samenvatting

Considered are the theoretical changes taking place in mass communication research. Special attention was paid to the problem's definition development. Extrascientific factors focused research on mass communication effects & a very narrow definition of effects was promoted. The reciprocal relationship between source & receiver went unnoticed. This delayed theoretical development. The psychological orientation effects are only now gradually disappearing. The primary group's rediscovery has played an important role in the sociological interpretation of effects. Yet, the problem's formulation has not changed & is still based on a psychological frame of reference. There are indications that this will change. A more sociologically oriented approach will direct mass communication research toward the sociology of knowledge. HA.