PART I: ORGANIZING THINKING ABOUT MEDIA EFFECTS 1. Why Study Media Effects? 2. Defining Key Ideas 3. What is a Media Effect? 4. Media Influence 5. Media Theories PART II. TYPES OF MASS MEDIA EFFECTS ON INDIVIDUALS 6. Physiological Effects 7. Cognitive Effects 8. Belief Effects 9. Attitude Effects 10. Affective Effects 11. Behaviorial Effects PART III. TYPES OF MACRO-LEVEL EFFECTS 12. Macro Level Effects on the Public 13. Macro Level Effects - Institutions 14. Macro Level Effects - Society, Culture, and Mass Media IV: THE BIG PICTURE 15. Big Picture 16. Springboard
W. James Potter, professor at the University of California at Santa Barbara, holds one PhD in Communication Studies and another in Instructional Technology. He has been teaching media courses for more than two decades in the areas of effects on individuals and society, content narratives, structure and economics of media industries, advertising, journalism, programming, and production. He has served as editor of the Journal of Broadcasting & Electronic Media and is the author of many journal articles and books, including the following: Media Effects, The 11 Myths of Media Violence, Becoming a Strategic Thinker: Developing Skills for Success, On Media Violence, Theory of Media Literacy: A Cognitive Approach, and How to Publish Your Communication Research (with Alison Alexander).