A scientific approach to the study of media effects -- Scientific methods in media effects research -- A brief history of media effects research -- Time spent with mass media : reasons and consequences -- Effects of media violence -- Sexual content in the media -- Media that stir emotions -- Persuasive effects of the media -- The effects of news and political content -- The effects of media stereotypes -- The impact of new media technologies -- Meet Marshall McLuhan : a less scientific approach to media impact -- Theories and theoretical concepts discussed in the text

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