This new edition updates and expands the scholarship of the 1st edition, examining media effects in

"Media Effects offers students an in-depth examination of the media's constant influence on individuals and society. W. James Potter frames media's effects in t

Grounded in theoretical principle, Media Effects and Society help students make the connection between mass media and the impact it has on society as a whole. T

Part III emphasizes the various factors that influence the critical functions of message selection and processing central to a host of mass media application co

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