A Re-examination of Media Effects Theory

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  • メディア効果論の再検討
  • メディア コウカロン ノ サイケントウ

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This article re-examines the strong effects theory, a popular theory in mass media studies. First of all, there is the theory of bullet effect, typified by Cantril's research on Orson Welles' The Invasion from Mars. However, this has been questioned and controversy continues to this day. But in the first place, Cantril did not advocate bullet theory, nor was the Martian Riot intended by the radio station to panic people. Furthermore, the Martian invasion Riot itself was fake news. Some kinds of hoaxes and also demythologization spread readily according to the media effects theory. In this paper, an overview of this is given and it is suggested that it would be better to reposition the media effects theory, which has been conducted as part of Media Studies, into the category of rumor studies. In that sense, it is argued that it may be possible to reconsider it as message theory rather than media theory.

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