Search results for "Single stimulus"

Media Effects: Cumulation and Duration

2017

The cumulation of media effects describes a process during which numerous (often, but not necessarily, small) effects accumulate over time as individuals use a certain medium or specific media contents repeatedly. Cumulative effects are especially central in forming individuals' perceptions of reality and are therefore a central premise in several theories and approaches that explain media effects (e.g., cultivation, agenda-setting, or spiral of silence). Whereas effects of single stimuli typically persist only in the short term, cumulative effects of media messages are long-term effects. This entry theorizes on the processes occurring between the short-term effects of a single stimulus and…