The document discusses different theories and phases of research on media effects. It outlines four phases of media effect research: (1) the view of media as all-powerful, (2) testing the theory of powerful media, (3) rediscovering powerful media, and (4) negotiated media influence. It also categorizes different levels and kinds of media effects, including planned and unplanned, short-term and long-term effects. Finally, it discusses several models and concepts related to media effects research, such as stimulus-response models and agenda setting.

1. Media Effects

2. The premise
 Effect-Paradox
 Four Phases of Media-Effect
Research
I all-powerful media
II Theory of powerful media put to the test
III Powerful media rediscovered
IV Negotiated media Influence
 Media Power vary with the time?

3. Levels and kinds of Effects

4. Planned and short term
 Propaganda
 Individual response
 Media campaign
 News learning
 Framing
 Agenda Setting

5. Unplanned and short term
 Individual reaction
 Collective reaction
 Policy effects

6. Planned and Long term
 Development Diffusion
 News Diffusion
 Diffusion of Innovations

7. Unplanned and long term
 Social control
 Socialization
 Event outcomes
 Reality defining and construction of meaning
 Institutional change
 Displacement
 Cultural and social change
 Social Integration

8.  The Stimulus-Response Model
Single message Individual receiver Reaction
 Source-Receiver Relations and Effect

9.  Campaign and Propaganda
 Framing Effects
 Agenda Setting
 Diffusion of Innovation
 Cultivation