ABSTRACT
Learning is the acquisition of knowledge about a domain. Learning increases understanding about that domain and may enhance the ability to perform a behavior related to that domain. Learning results in (a) cognitions, or increased knowledge; (b) affect, or feelings about a domain; and (c) behaviors, through the acquisition of skills or motivation to act. Learning from the mass media is at the heart of many media effects. Chapter 3 mentioned several political effects that involved learning: information acquisition that influences political attitudes and voting decisions. The next chapters (chaps. 6 & 7) will focus on how children are socialized, including how they learn values and behaviors. Most considerations of media effects imply that, somehow, media content is learned and becomes the basis for knowledge, attitudes, and action.
