ABSTRACT
It has become something of a cliché to observe that despite many decades of research and hundreds of studies, the connections between people’s consumption of the mass media and their subsequent behaviour have remained persistently elusive. Indeed, researchers have enjoyed an unusual degree of patience from both their scholarly and more public audiences. But a time must come when we must take a step back from this murky lack of consensus and ask – why? Why are there no clear answers on media effects?
