Compare behavioural effects; cognitive effects.
1. Any changes in the attitudes of individuals or groups attributed to specific causes.
2. In relation to the mass media, influences of the use of particular media on the attitudes of users—one focus of academic media research within the effects tradition. Cultivation theory, for instance, emphasizes attitudinal effects of television viewing on viewers rather than behavioural effects. Heavy watching of television is seen as ‘cultivating’ attitudes which are more consistent with the world of television programmes than with the everyday world.