Media effects should not be thought of as either isomorphic or fragmentary. Instead, the similarities and differences between them should be studied. This approach would offer the potential to determine not only what the media effects are, but how they occur. This is possible through the discovery of patterns in research theories and findings. To…

This study examined personal concern, perceived risk, and sexual behavior of 147 college students a year after Magic Johnson announced he tested positive for HIV (Human Immunodeficiency Virus). It found that identification mediates message effects, suggesting that a spokesperson with whom an audience can identify insures the greatest likelihood of…