A Simple Future for Media Effects Research

A key axiom in media effects research is that effects are nuanced, varied, and indirect. Although this is true ontologically, asking for ever-more ’nuanced’ analyses of media effects is problematic epistemologically as it stands in the way of more insightful, falsifiable, and robust theorizing. For this reason, we advocate a shift in research priorities and propose four guidelines for future research: 1. Value description; 2. Prioritize regularities; 3. Formalize models; 4. Unify theories. A collective effort along these lines will allow for better cumulative theorizing and, in turn, a stronger understanding and explanation of media effects.