This theoretical development began with the study of media effects in early communication studies. (religion-online.org)
It has been argued that the «social media effect» creates a false sense of self and self - esteem through the use photos, likes, fans, comments etc.. (mcleishorlando.com)
For example, the dominant model reflected in the society at large for understanding media effects is still the old one of imitation. (religion-online.org)