This lecture provides a comprehensive overview of central theories and models of media use, media exposure, and media effects. Building on the conceptual structure of James Potter’s Media Effects, the course systematically introduces key theoretical approaches while also extending them to contemporary media environments and current research topics. The lecture covers both substantive and methodological perspectives on media effects research. Students will engage with classic and contemporary studies and learn how different theoretical traditions and research designs contribute to our understanding of how media influence individuals and society. The course is structured around two overarching perspectives: media influences on individuals and media influences on broader social structures and institutions. By focusing on different types of media effects, the lecture explores how these effects emerge, how they can be measured, and which contextual and individual factors shape their occurrence and strength.
Special attention will be given to current developments in digital media use, including social media environments, algorithmic curation, and emerging forms of mediated communication.
- Teacher: Andreas Fahr