Types of Effects on Media

According to theorist Denis McQuail, the media may lead to a number of different kinds of changes. These include
1) intended change(conversion)
2) Cause unintended change
3) Cause minor change for example. form or intensity of response
4) Facilitate Change: for example the 1964 civil rights movement caused congress to pass the Civil Rights Act of 1964.
5) Reinforce what exists(no change)
6) Prevent Change can be the most significant effect on mass communication