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CRITICALLY ASSESS DEBATES ON 'MEDIA EFFECTS' Laia Prat Ortega MS-100: Introduction to Media Communication 12th November 2004 CRITICALLY ASSESS DEBATES ON 'MEDIA EFFECTS' A long history lies behind question about how communication affects or influences people. Greeks developed sophisticated hypothesis about how to impress listeners through the spoken word and Aristotle was concerned with theorizing the art of speaking. Even nowadays in face-to-face conversations each of us mobilizes theories about how to influence our listeners. For instance, we wish to make others understand how we feel or what we think. Today, mass communication studies have developed as a discipline with a focus on television and newspapers and, to a lesser extent, cinema and radio. Thanks to mass communication technologies a programme can now be viewed globally, so that questions about effects have thus become more complex. The origin of modern media studies is usually located in 1930s Germany associated with work by scholars such as Adorno,...

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