chapter  17
Social Expectations Theory
Pages 10

W e noted in Chapter 10 (Selective and Limited Influences Theory) that extensive research on the influences of mass communication content on behavior-conducted within the quantitative rules of the social sciences-began nearly a century ago with

the Payne Fund studies. As was explained, these consisted of a series of large-scale investigations of the influence of motion pictures on youthful audiences.1 The purpose of these projects was to try to determine if the movies-a relatively new medium of entertainment at the time-were having harmful influences on the nation’s children.