Incontrast to MassSocietyTheory,researchersbelievedthatthereare different factors led some people to be influenced by the mass media and others not.
Exemplifiedby1millionpeoplehadbeenfrightenedenoughtotakesome action after the radio broadcasting of ‘The War of the Worlds’ on the eve of Halloween 1938 but the other 5 millions had not.
Limited effects theories – audience members are influenced (or not) by individual and social characteristics.
- Individual differences – intelligence and education - social categories – religious and political affiliation
- Personal relationship – friends and family.