Final answer:
Academic studies of media during the 1960s and 1970s shifted from the minimal effects theory to include the cultivation theory, recognizing the powerful role media plays in shaping public perception of reality.
Step-by-step explanation:
During the 1960's and 1970's, academic studies of media shifted from focusing on the minimal effects theory, which suggests that media have little effect on citizens and voters, to also include the cultivation theory. This new theory hypothesized that media develop a person's view of the world by presenting a perceived reality. The cultural norms and perceived reality shaped by media coverage play a significant role in influencing public perception, as seen through shifts in reporting, such as the increase in investigative journalism during major events like the Vietnam War and the Watergate scandal.
Additionally, the emergence of media anthropology and the increased interest in modernity served to analyze how local, national, and global social conditions and cultural forces shape various media genres. With the development of new media platforms, such as social networking sites and blogs, and advancements in technology, the relationship between media, society, and politics has evolved, further necessitating new sociological and anthropological approaches to studying media influence and interaction.