Media effects

• How are media texts polysemic ?

  Polysemic: it can be interpreted in different ways by different individuals with different factors such as social experiences, gender, ethnicity etc
• what are the methodological problems of researching media effects ?

  • Difficult to know if it is the media or other social factors that cause any alleged effects
  • Impossible to disentangle media effects (stereotypes, consumerism) from other social factors
  • Impossible to understand what peoples beliefs, values and behaviour may have been without media (media saturated society)