... (Marxists). The most highly publicised theory about the effects of mass media on society is known as the 'Effects Tradition'. The Effects Tradition is one of the most controversial studies regarding the effects of mass media on society and has been highly criticised due to clear flaws within the study (which will be highlighted within this essay). Although the study has its limitations in many ways, there are also some key factors that are relevant regarding the effects of mass media and again television in particular. Within this essay I will be discussing the merits and limitations of the 'Effects Tradition' drawing on mainly the works of Gauntlett, Bandura, Hall and Frankfurt School. Effects of mass media on society have been widely researched. Gauntlett in his numerous years of extensive research came to the conclusion whereby there not being any clear links identified regarding the effects of media upon behaviour that ...

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