Phenomenistic theory
Definition: Theory that media are ararely the sole cause of effects and are relatively powerless when compared with other social factors.
Keywords: relatively powerless, media effects.
Strengths
Combines impressive amount of research into a convincing theory.
Highlights role of mediating variables in the mass communication process.
Persuasively refutes lingering mass society and propaganda notions.
Weaknesses
Overstates influence of mediating factors.
Is too accepting of status quo.
Downplays reinforcement as an important media effect.
Is too specific to its time and media environment.
