The Hypodermic Model -
The media injects ideas into the audience, giving them "ideas" - like a drug.
Cultivation Theory -
The more time people spend living in the TV world, the more likely they are to believe the social reality portrayed- eg, watching several crime shows and believing the outside world is full of crime.
Desensitisation-
The idea that violence no longer affects people in the way it once would've- we are used to seeing more 'brutal' things on tv and see it as the norm.
Modelling/Copycat Theory-
Media influences and effects the audiences behavior and how they think- hence, people 'copy' what they see.
Uses And Gratifications Theory-
The audience has control over consumption and what they take in- understanding why and how people actively seek out specific media to satisfy specific needs, therefore taking in/seeing what they want.
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