Evaluation of Indirect Effect Theories

• One criticism of Indirect Effect Theories is they are very difficult to measure the effect that the media alone has on the norms, values & attitudes of the audience (doesn't count for external factors)
• Another criticism of Indirect Effect Theories is that individuals who may not be at risk of being influenced by the media may be socially isolated and not members of any social network, and so do not have access to Opinion Leaders who might help interpret media content in a healthy way
• Another criticism of Indirect Effect Theories is that their approach tends to look more at the issue from the viewpoint of the media impacting on the audience, whilst recent research has shifted focus from the effect of the media on its audience to the way in which the audience receives media messages
• Another criticism of Indirect Effect Theories is that this model argues that audience use the media for their own purposes and to satisfy their own needs (McQuail, 1972)
• McQuail (1972) conducted his criticism of Indirect Effect Theories
• McQuail conducted his criticism of Indirect Effect Theories in 1972
• Another criticism of Indirect Effect Theories comes from McQuail (1972) who argued individuals are active in their approach to the media and use it in a number of ways including as a form of escape, as a means of gathering information, to form personal relationships and in constructing personal identity