The effects model assumes superiority to the masses
With the rise of qualitative studies which actually listen to media audiences, we are seeing the advancement of a more forward-thinking, sensible and compassionate view of those who enjoy the mass media.
Uses and Effects of mass media - PEOI
With the popularity and interactivity offered by the Internet and World Wide Web, media organizations see the Web as a medium they must conquer if they are going to survive (Villano, 1999). They have good reason to be concerned. From an historical perspective, whenever a new medium reaches critical mass it threatens to, and does, displace existing media to some degree. For example, the upstart television industry took consumers and advertisers away from the radio industry back in the 1940s and 1950s. The revolution of special–interest niche magazines began back in the early 1970s; the magazine industry reacted to the loss of national advertising and eventual failure of mass circulation, general interest magazines due to the increasing use of television by both consumers and advertisers (Gage, 1982; van Zuilen, 1977).
Such projects have shown that children can talk intelligently and indeed cynically about the mass media (Buckingham, 1993, 1996), and that children as young as seven can make thoughtful, critical and 'media literate' video productions themselves (Gauntlett, 1997).
Cultural selection. Chapter 9: Mass media - Agner Fog
The point that effects studies take the media as their starting point, however, should not be taken to suggest that they involve sensitive examinations of the mass media.
How the Mass Media Misread the Iranian Protests
In further analysis of the circulations of specific magazines, they reported a particularly strong positive relationship between the number of theaters in a city and the circulation of the magazine Red Book. “One possible reason for this correlation is that the type of story in Red Book is especially similar to the type of story portrayed on the screen.”  This study supports the idea that sometimes similar subject matter creates a complementary effect between media, rather than a displacement effect.
The mass media plays a pivotal role in the modern world
More significant, perhaps, is the fact that this is rarely seen as a problem: in the media effects field, dodgy 'findings' are accepted with an uncommon hospitality.
Negative Aspects and Effects of Mass Media …
Mass Communication represents the creationand sending of ahomogeneous message to a large heterogeneous audience throughthe media. Mass communication studies the usesand effects ofthe media by many as opposed to the study of human interactionas in other communication contexts.
SAGE Reference - Mass Media Effects
Criminologists, in their professional attempts to explain crime and violence, consistently turn for explanations not to the mass media but to social factors such as poverty, unemployment, housing, and the behaviour of family and peers.
Mass Media Effects: Mobilization or Media Malaise? …
The same researchers have also failed to adequately account for why the findings of this study and those of another of their own studies (Huesmann, Lagerspetz & Eron, 1984) absolutely contradict each other, with the former concluding that the media has a marginal effect on boys but no effect on girls, and the latter arguing the exact opposite (no effect on boys, but a small effect for girls).