The results of the People’s Choice Study challenged this model. Conducted in 1940, the study attempted to gauge the effects of political campaigns on voter choice. Researchers found that voters who consumed the most media had generally already decided for which candidate to vote, while undecided voters generally turned to family and community members to help them decide. The study thus discredited the direct effects model and influenced a host of other media theories.Ralph Hanson, Mass Communication: Living in a Media World (Washington, DC: CQ Press, 2009), 80–81. These theories do not necessarily give an all-encompassing picture of media effects but rather work to illuminate a particular aspect of media influence.