During 1970 to 1976, research converged on the idea that mass media influence operates at multiple levels, shaping what issues receive attention and molding perceptions of public priorities. Studies emphasized structured agenda-setting, along with the emergence of the knowledge gap phenomenon and the spiral of silence as social dynamics that influence who participates in discourse. Methodologically, the period saw a move toward multi-method designs, combining content analysis with audience surveys to test media effects across different social groups and across time.