limited effects paradigm

The "limited effects paradigm" in communication theory suggests that mass media have a less direct and powerful influence on public opinion than previously assumed. Instead, interpersonal interactions play a more significant role in shaping people's views.1

This idea was developed through the "two-step flow model," which proposes that media messages are first received and interpreted by "opinion leaders" who then disseminate this information to others in their social circles. This means most individuals receive information indirectly through word-of-mouth rather than directly from mass media. This contrasts with earlier theories that believed mass media had a direct and strong impact on audiences.12

Media dependency theory also explores how audiences rely on media for various needs, and the extent of media influence is linked to this dependency. Psychological studies have examined how factors like selective perception and cognitive dissonance affect how individuals process and respond to communication.34