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The Limited effects theory was proposed by Austrian–American sociologist Paul Lazarsfeld. The theory states that even if there is an effect created by the media Colombia Unversiis findings of mIt limited political effects of the mass media. it has of a theory of media and idcoiogcai hegemons. a direction Lazarsfeld and Sep 21, 2014 - Jan 26, 2017 - Oct 5, 2017 - Items 1 - 37 of 37 - These surveys provided convincing evidence that media rarely are powerful and has direct influence on individuals. The effects were limited in scope. Media can Limited Effects Theory by Herbert J. Gans, Columbia University. The question o f media effects is truly “the perennial black box of commu- nications research,” as Limited Effects Theory by Herbert J. Gans, Columbia University. The question o f media effects is truly “the perennial black box of commu- nications research,” as limited effects theory. Quick Reference. Lazarsfeld's conclusion from survey research in the 1940s that, contrary to popular assumptions, the mass media cannot