Political Communication in the Internet Age

The Trend and Prospect of Media Effects Research

Abstract

The recent trend and prospect of media effects research is reviewed from the viewpoint of social psychology and communication research. In the former, transformation of mass media and its effects is discussed by focusing on the diversification of news content and outlets promoted by the rise of entertaining soft news, and the diffusion of Cable TV. Moreover, recent research on cognitive process in news exposure is introduced by focusing on the synthesizing trend of framing, agenda setting, and priming effects. In the latter, the possible ineffectiveness of traditional media effects theories and models is discussed in regards to the rapidly changing media environment through the diffusion of the Internet. Lastly, the emerging role of mobile phones and social media in political communication as well as methodological progress in media effects research is briefly reviewed.