The 'hypodermic needle' model
The mass media has a direct, immediate and the powerful effect on it's audience. The media 'injects' audience with an appropriate message designed to trigger a desired response.
Cultivation theory
George Gerbner and Larry Gross states that the more time people spend 'living' in the TV world, the more likely they are to believe social reality on TV.
Desensitisation
Prolonged exposure to media violence may have drip-drip effect on young people and they become desensitised to violence.
Modelling or copycat theory
The copycat theory is something that is publicised in the media that creates lots of attention, this can result in other people imitating/ copying this.
Uses and gratifications theory
Blumler and McQuail (1967) stated that the media satisfies four basic needs, these include;
- Diversion
- Personal relationships
- Personal Identity
- Surveillance
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