Media Effects Research: Historical Evolution, Theoretical Perspectives, and Contemporary Developments in the Digital Age and the Moroccan Context

Abstract

The study of media effects has been exposed to significant theoretical and methodological transformations in response to the continuous evolution of communication technologies and media environments. This article provides a comprehensive overview of the historical advancement of media effects research, tracing its progression from early assumptions of powerful media influence to contemporary perspectives that emphasize the complex, selective, and interactive nature of media consumption. The article further highlights the transition from traditional mass media to new media, highlighting how digital technologies have reshaped theoretical perspectives on media effects. Finally, it examines the development of media effects research within the Moroccan context, discussing empirical research exploring the influence of digital media on public opinion, political participation, social behavior, cultural identity, and youth.