Similar questions have been asked about "effects"as each new medium appeared on the scene, and precursors of current concerns with developmental and social factors were found in the period of the most research on media and children-the 1930s.For the past several years, scholars of mass communication have reflected on the history of American media research and found it lacking. Gerbner, for instance (26), has noted that the "received history" of mass communication research "should not be taken literally." Rowland (64) has argued for a revision of early American media research history and a recovery of the cultural studies traditions that predate the era of Paul Lazarsfeld and the Columbia school. And Chaffee and Hochheimer (8) were critical of the dogma that followed from the political communication studies of the 1940s.This article is an attempt to address questions about the history of mass communication research in the United States by examining a particular research domain, that of media effects on children. Our study is part of a larger ongoing analysis of the history of public controversy about media effects on children and youth.A major thesis of our project is that the traditional history of media effects research is biased toward considerations of public opinion, propaganda, public affairs, and voting. As embodied in basic textbooks, this history can be outlined as follows. Earliest concerns about the mass media at the turn of the century and through the 1920s and early 1930s took the form of the direct effect or "hypodermic needle" model of media impact. The latter term, coined by political scientist Harold Wisconsin-Madison. Support for Wartella's participation was provided by an Arnold 0. Beckman research award from the University of Illinois.
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Trendi in Research on Children and MediaLasswell during his analysis of World War I propaganda techniques, reflects an assumption that messages have a direct and undifferentiated impact on individuals. In the 1940s, Lasswell's ideas were challenged by studies that questioned the ability of media to influence directly important political decisions. What little influence was found was thought to operate through opinion leaders who in turn influenced others. This idea about indirect effects was crystallized in the "two-step flow" theory and was applied to other areas of media content, most notably fashion, product choices, and movie attendance (38). The research characterized a trend toward practical and applied communication research that looked at immediate short-term effects of messages for the benefit of communication administrators in advertising, public relations, and government information campaigns (39).There are many contexts in which this history has been recounted (6), although most discussions preface current research in all media effects areas (e.g., 39). Moreover, even scholars who are critical of the mainstream of media effects research, such as Gitlin (27) and Rowland (63), recite essentially the same history, although for the purposes of uncov...