The Differential Susceptibility to Media Effects Model

TLDR

The DSMM builds on and extends earlier microlevel media‑effects theories. The article introduces the DSMM, a new integrative model to enhance understanding of media effects. The DSMM distinguishes three susceptibility types—dispositional, developmental, and social—and proposes three media response states—cognitive, emotional, and excitative—using a mixing‑console analogy. The DSMM’s assumptions explain why some individuals are more susceptible to media effects, how media influence them, and how effects can be enhanced or counteracted.

Abstract

In this theoretical article, we introduce the Differential Susceptibility to Media Effects Model (DSMM), a new, integrative model to improve our understanding of media effects. The DSMM organizes, integrates, and extends the insights developed in earlier microlevel media-effects theories. It distinguishes 3 types of susceptibility to media effects: dispositional, developmental, and social susceptibility. Using the analogy of a mixing console, the DSMM proposes 3 media response states that mediate media effects: cognitive, emotional, and excitative. The assumptions on which the DSMM is based together explain (a) why some individuals are more highly susceptible to media effects than others, (b) how and why media influence those individuals, and (c) how media effects can be enhanced or counteracted.