The Hypodermic Needle Theory
Direct influence via mass media
The theory suggests that the media can influence a large scale of people to believe what the media desire. They 'inject' people to believe certain messages and values.
Cultivation Theory
It says that people come accept that the things they see on television is reality. It can adapt peoples views, hopes an fears.
Desensitization
Audiences are becoming more tolerant of sex, violence, drugs etc. due to the over exposure we get through the media.
Modelling or Copycat Theory
This theory suggests that people copy what we they in the media. Eg. murders, suicides etc.
Uses and Gratifications Theory
One influential tradition in media research is referred to as 'uses and gratifications'
(occasionally 'needs and gratifications'). This approach focuses on why people use
particular media rather than on content. In contrast to the concern of the 'media effects'
tradition with 'what media do to people'
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