Interdisciplinary Studies in Media and Culture

A Comparison and Evaluation of Models of Media Effects on the Audience by Applying Fuzzy Topsis Method

Document Type : .

Authors

Abdullah Bicharanloo 1
Sayed Aziz Yunesifar 2

1 Assistant Professor, Department of Media Management, Tehran University

2 Ph.D Candidate in Media Management, Imam Reza International University

Abstract
 
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.

Keywords

Media Effects
Fuzzy Topsis Algorithm
Fuzzy decision matrix
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