Reopening the Black Box: Toward a Limited Effects Theory.

Gans, Herbert J.

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Peer reviewed

ERIC Number: EJ475695

Record Type: Journal

Publication Date: 1993

Pages: N/A

Abstractor: N/A

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ISSN: ISSN-0021-9916

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Reopening the Black Box: Toward a Limited Effects Theory.

Gans, Herbert J.

Journal of Communication, v43 n4 p29-35 Fall 1993

Discusses eight limiting factors on media effects, identifying and raising research questions about agents and structures that limit the potential effects of the mass media on the behavior and attitudes of people and on the actions of institutions. Discusses the ignorance of researchers about how people use, and live with, the mass media. (SR)

Descriptors: Audience Analysis, Audience Awareness, Communication Research, Higher Education, Mass Media, Mass Media Effects, Media Research, Theory Practice Relationship

Publication Type: Opinion Papers; Journal Articles

Education Level: N/A

Audience: N/A

Language: English

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Authoring Institution: N/A

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