The hypodermic needle: When the media submit a message into the public, it then may cause a change in the audience behaviour and reaction towards the message that they have been given, because they either may disagree or agree with whats being said by the media, or what is being said may have personal effects on the audience. Due to the audience being passive they can't resist the message which is being said by the media.
Cultivation Theory: This theory suggests that people who tend to watch more television are much more susceptible to believing what is being said by the media. For example, television viewers which watch more violence will believe more violent stories which are being told to them through the media, as it isn't anything different to what they have seen or heard before.
Desensitization: This is when something through the media is made much less sensitive, it also explains the viewers emotional reaction to what they have seen. For example, films such as Human Centipede 2, was put into black and white in order for it to pass the censorship and become desensitization.
Modelling or Copycat theory: this is the idea that the audience will imitate what they have seen on films or televisions. This is a result of the different reactions from the audience, typical copycat traits include murders or suicides.
Uses & gratification theory: This theory focuses much more on the audience, it shows what the audience takes from the media and that we do not let the media effect us, it is more of what we pick and chose from the media.
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