• Harshita Sharma

The current state of cross-national media use and media influence research is critically assessed in this paper. The enhanced use of views in communication research is due to the increasing availability of data sources, advances in conceptualization, and the ease with which worldwide research collaboration can be accomplished. Media effects and contingencies resulting from national media systems or the sociopolitical and cultural circumstances of media use have become a fundamental pillar of such research. Based on examples of media effects meta-analyses and bibliometric studies of highly-cited concepts, we identify and evaluate five elements of media effects theories, as well as their empirical support. Each of these traits determines the conditions under which media can have an impact on individual people. Our analysis of media effects in contemporary media situations wraps up. This includes computer-mediated communication theories, which appear to have gone through a similar reformulation process from linear, receiver-oriented perspectives to theories that recognize communication's transactional component.

Mass communication, Mass media, Media effects theory, selective exposure, computer-mediated communication (CMC), meta-analysis.

"MEDIA USE AND ITS CONSEQUENT EFFECTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 5, page no.k302-k309, May-2022, Available :http://www.jetir.org/papers/JETIR2205B40.pdf

"MEDIA USE AND ITS CONSEQUENT EFFECTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 5, page no. ppk302-k309, May-2022, Available at : http://www.jetir.org/papers/JETIR2205B40.pdf