عنوان مقاله [English]
Attracting and influencing the audience is one of the objectives of programmers in various media. The aim of the current paper is to analyze and compare the models of media effects. Four models of media effects, namely direct effects, conditional effects, accumulative effects and cognitive effects will be studied along with their variables. The significance of these models lay in their different focus on content and audience. Since these models are not comprehensive per se, they cannot be used individually for the analysis of data. Therefore, these models are compared by applying Fuzzy Topsis method and then they are ranked according to their effectiveness. Details about the priority of each model are discussed fully.