Efficacy constructs in media use and effects: organizing and appraising the literature

Abstract

Efficacy constructs play central roles in health, political, computer-mediated, environmental, and mass communication research. In this review, we sought to organize and evaluate the efficacy concepts that have accumulated in media effects scholarship. First, we characterize how media effects researchers have studied efficacy constructs, both as perceptions and as message features. We discuss key conceptual and methodological issues for each efficacy construct. Second, we offer a conceptual matrix that puts prominent efficacy constructs in conversation with one another. We conclude with recommendations for media scholars studying efficacy. Ultimately, our review underscores the need for greater clarity and consistency in the study of efficacy as a predictor, outcome, mechanism, and moderator of media use and exposure.