What led to the Limited Effects Theory?

Mass Media’s Limited Effects Theory

Mass Media is a primary dispenser of Propaganda and has an important role in influencing the public opinion. However, media researchers have varied and contrasting opinions on the extent and type of such influence and whether mass media has the power to sway public discourse.

This paper aims to analyse the Limited effects theory, proposed by Paul Lazarsfeld, which states that media effect on people’s deep set opinions and thoughts is limited or even minimal.

Paul Lazarsfeld research findings were methodological in nature, based on statistical survey analysis and empirical media measurement. He conducted a survey on thousand voters, before the US Presidential elections of 1940. He classified around 3000 voters, basis their voting patterns into early deciders, wavers, converts and crystallizers.

Lazarsfeld noted that wavers and converts were comparatively more influenced by interpersonal communication than by mass media. These people followed influencers and their opinions rather than what was broadcast by mass media. Lazarsfeld hence, classified voters into the following categories

Opinion Followers

Gatekeepers

Media

Opinion Leaders

This model stipulates that the mass media content is first filtered by gatekeepers, whose personal bias affects the interpretation. Thereafter, it reaches opinion leaders i.e people who are active media users. The filtered version is then diffused to the less active media consumers. Lazarsfeld’s theory can be termed as a classist theory as it assumes that media influence is subject to interpretation by the elite and the educated. It also implies that interpersonal communication has a greater role to play in shaping opinions than mass media. Another insight it provides is on the prominent role of influencers and gatekeepers in mass media.

During the 2015 Bihar Assembly elections, political strategist Prashant kishore employed the old fashioned door to door campaigning as a part of JDU’s outreach initiative. “Har Ghar Dastak” helped the party to connect with grassroots and build local support. Volunteers were roped in to campaign for the party on cycles and cover remote areas.

In a way, limited effects theory questioned the paradigm of direct media influence, a notion that prevailed till late 1930’s. Mc Quail recognises four stages of research in media effects. The first stage, dominated by the experience of propaganda during World War one, recognised media’s role as decisive, opinion shaping and with the capability to change attitude and lifestyle. This gave emergence to the “Hypodermic needle” model. The second stage, which extends from 1940s to late 1960s, questioned the paradigm of direct media and was called the theory of “Limited Effects”. This theory established that an individual is selective in terms of his exposure, retention and perception. The theory concluded that rather than influencing opinions, media merely “reinforced” existing opinions.