Joseph Klapper

Joseph Klapper was a prominent American sociologist and communication theorist, best known for his work in media studies. He gained recognition for his influential book, "The Effects of Mass Communication," published in 1960, which challenged the prevailing notion that media directly influences audiences. Klapper argued that media effects are often indirect and mediated by individual factors such as personal beliefs and social context. His "limited effects theory" posited that while media can shape ideas, its impact depends significantly on pre-existing conditions, emphasizing the complexity of communication's role in society.