The evolution of media effects theory
I. Persuasion Theories (1944–1963) 1. Voting research (Lazarsfeld, Berelson, & Gaudet, 1944; Campbell et al., 1960); 2. Shannon linear model (Shannon & Weaver, 1948); 3. Lasswell linear model (Lasswell, 1948); 4. Persuasion/attitude change (Hovland, Janis, & Kelley, 1953; McGuire, 1969); 5. Social learning (Bandura & Walters, 1963). II. Active Audience Theories (1944–1986) 6. Attribution theory (Heider, 1958; Kelley, 1967); 7. Uses & gratifications (Herzog, 1944; Katz, Blumler, & Gurevitch, 1974); 8. Parasocial theory (Horton & Wohl, 1956); 9. Cognitive dissonance/social identity (Festinger, 1957; Tajfel, 1982); 10. Minimal effects (Klapper, 1960); 11. Selective exposure (Sears & Freedman, 1967).