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Media effects can be identified using five central characteristics 1) a focus on the audience 2) some expectation of influence 3) a belief that the influence is due to either the form or content of a "media message system" 4) the use of variable terminology and discussion of causality; 5) the creation of empirically testable hypotheses (2003). A key point is made in these five steps; the mention of content and form as two separate entities.
What is content and form?
Media content is messages that are produced by the few for the many and delivered to large audiences simultaneously. (Online Glossary)...
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