دکترای روان‌شناسی، استادیار دانشگاه علامه طباطبایی
چکیده
در این مقاله به چهار مدل از اثرات رسانه‌ها، یعنی اثرات مستقیم، شرطی، انباشتی و شناختی و متغیرهای مهم در هر مدل پرداخته شده است. این مدل‌ها، چهار فرایند مختلف از اثرات رسانه‌ها را که از پژوهش‌های مختلف به‌دست آمده‌اند، نشان می‌دهند. تفاوت مدل‌ها در این است که هر یک، بر جنبه خاصی از محتوای رسانه‌ها یا مخاطبان به عنوان دریافت‌کنندگان اثرات رسانه‌ها، تأکید دارند. این چهار مدل برای متمرکز کردن تبیین‌ها طراحی شده‌اند. از آنجا که هر مدل، تنها بر بخشی از دلایل تأثیر رسانه‌ها تأکید دارد هیچ کدام از آنها به تنهایی نمی‌تواند تبیین کاملی از اثرات رسانه‌ها ارائه دهد. با این حال، اهمیت و ارزشمندی این مدل‌ها به این دلیل است که می‌توان به کمک آنها، فرایندهای اثرات رسانه‌ها را به‌طور مستقیم مطالعه کرد. در پایان پیشنهادهایی برای مدیران، برنامه‌ریزان و برنامه‌سازان رسانه‌ها، بویژه رسانه رادیو و تلویزیون ارائه شده است.
Investigation and Comparision of Media Effects Models
نویسندگان [English]
Esmaeil Sadipour
Assistant prof.in psychology of Allame Tabatabaee university
چکیده [English]
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 obtained from 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.
کلیدواژه‌ها [English]
Media Effects, Direct Effects, Conditional Effects, Accumulative Effects, Cognitive Effects
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