Hypodermic syringe model
Theory of media effect on audience, the term is used to describe interaction between the media and public belief offering the concept of people becoming affected by the information injected in to them.
Cultivation theory
George gerbner argues that the media cultivate attitudes and values which are already preset in a culture. He argued that television tends to cultivate middle of the rod political perspectives.
Desensitization theory
A link between violence in the media and violence in real life. It has been a subject of debate on the radio especially in the U.S, that on screen violence and real life violence has a strong relationship.
Copy cat theory
Mass media plays a crucial role in forming and reflecting public opinion, connecting the world to individuals and reproducing the self image of society.
Uses and gratification theory
That we take from the media what we want to absorb and we reject what we don't want when watching certain dramas/films and using this knowledge.
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