New Models of Mass Media Effects

Abstract

In this paper, I propose a new subject in mass media effect studies summa rizing the representative effect models. First, I classify strong-effect models into two groups. The first proup consists of effect models caused by an audience's subconsiousness reaction. The other proup is effect models which are caused by an audience's psychological mechanism tendency to depend on majority opinion. In either case, these two patterns seem to carry negative effects for rational public opinion formation process. In conclusion, I consider a third model of mass media effects which can contribute to form rational public opinion searching for a new style of mass media reporting.