FFST Open Press

Since the first appearance of television in the mid-twentieth century, its ratings, frequency and impact have been increasing constantly. Until the 1980s social studies were mostly undirectional pointing out only the implicit theory of the way we watch television. However, in recent years the need for detailed scientific research of not only the way we …

The media-effect research has developed many models of research which express different relations between the media, the message, and the recipients. After defi ning some basic terms (e.g. media, mass media, media-effect), the work analyses particular types of models (such as the traditional model, the gratifi cation model, the interactive model, the consequential model, the …