بررسي و مقايسه مدل هاي اثرات رسانه ها

Investigation and Comparision of Media Effects Models

This paper examines four models of media effects, i.e., direct, conditional, accumulative and cognitive effects as well as the important variables in each model. These models demonstrate four different processes of media effects obtainedfrom different studies. The models differ in that each one focuses on a specific aspect of media content or audiences as the recipients of media effects. These four models are designed to classify the explanations. Since each model focuses only on some parts of the reasons behind media effects, none of them alone can explain the effects of media in whole. However, importance and value of these models is due to the fact that they can help examine the media effects processes directly. Finally, the article proposes some suggestions for managers, planners and programmers of different media, especially radio and television.