Two major approaches to the possible effects of the media have emerged since the Second World War, these are:

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Behaviorism and mass society approaches are the two major approaches to the possible effects of the media that have emerged since the Second World War. Behaviorism focuses on the observable effects of media on individuals' behavior, while mass society theory suggests that media has a direct and powerful influence on society at large.

Two Major Approaches to the Possible Effects of the Media