1. Attitudes & Information Approach to Effects

2. Intent vs. Effect of Communication Most human communication is produced with the intent of causing some effect, of shaping the minds and steering the behavior of others Chief concern shifted from what communications do to people—what people do with communications Response to messages varies with needs, values, desires, capabilities, opportunities, etc.

3. Diversity in Responses What the media say, and how they say it, does affect the way in which people relate to their world What people bring to the media & What the media bring to people *Note the above-mentioned continuous interaction

4. Famous Formula Which communications under which conditions contribute to which effects among which people

5. Units of Analysis Individual (psychology) Social grouping (sociology) Entire culture (political science, cultural anthropology)

6. Ways to Conceptualize Effects Structural functionalism Conflict theory Symbolic interaction Alternatively: Production Distribution/circulation Consumption Or: 2 intertwined factors—process & effects

7. Factors Affecting How Communication Affects Attitude Message Situation Audience Note: the influence of most of these factors is usually the result of some kind of interaction between two or more of them Example: one-sided vs. two-sided argument (intellectual capability & initial position)