Media Effects: Levels of Analysis

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Abstract

Abstract Levels of analysis in media effects research concerns, first, theoretical levels of analysis: the macro level, the meso level, and the micro level. In this case, the question is how theories of media effects are theoretically conceptualized and how the different levels can be linked. Second, it concerns empirical levels of data analysis: the aggregate and the individual levels. In this case, the question is what kind of data have been collected for an empirical study and how they are analyzed. This entry discusses the role of the theoretical and the empirical levels for research designs, strategies of data analysis, and findings in media effects research.

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