During the 1950s, 1960s, and into the 1970s, the limited effects perspective dominated American mass communication research.

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The limited effects perspective, which emerged from studies in the 1940s and 1950s, suggested that mass media have a minimal, indirect, and limited impact on individuals' attitudes and behavior, challenging earlier notions of powerful media effects. This perspective became dominant in American mass communication research during the 1950s, 1960s, and into the 1970s.

During the 1950s, 1960s, and into the 1970s, the Limited