Cohen's Media Effects Theory

Cohen’s Media Effects Theory examines how media influences people's perceptions and behaviors, emphasizing that effects are often subtle and gradual rather than immediate. It suggests that media shapes public attitudes over time through repeated exposure to messages, stereotypes, and portrayals, which can influence societal norms and individual beliefs. The theory acknowledges that media effects depend on various factors like audience characteristics, context, and the message itself. In essence, it highlights that media’s impact is complex, cumulative, and operates through ongoing processes rather than instant changes.