A media scholar is trying to find out whether Internet or television political ads are more persuasive.What kind of effects is this scholar looking for?
A)message effects
B)media effects
C)ownership effects
D)active audience effects

Question

Quizplus · Accepted Answer

Media effects refer to the ways in which media consumption shapes individuals' beliefs, attitudes, and behaviors. In this case, the media scholar is interested in comparing the persuasive effects of Internet and television political ads. Therefore, the scholar is examining the media effects of these two types of ads.

A Media Scholar Is Trying to Find Out Whether Internet