ABSTRACT
Scholarly inquiries into media effects are often framed as an interaction between individual audience members and the media as an environment. Thus, it is natural that theories of media effects have tried to explain the roles played by an audience's individual characteristics. Researchers conceived that the process of media effects starts from media exposure. Audience characteristics have usually been considered contingent conditions or moderating variables in the process. As a basic demographic variable, age has been studied as such a condition in media effects research.
