The theory is referred to as the Magic bullet, it suggests that media messages have a direct immediate and powerful effect on its audiences.The media (needle) injects the message into the audience mind and it causes changes in the audience behavior and psyche towards the message
Cultivation theory
Cultivation theory is a social theory which examines the long-term effects of television.The theory states that a high frequency viewers of television are more grown to believe that the media messages are real and valid
Heavy viewers are exposed to more violence and therefore they are more affected and the world is a far dangerous place
Desensitisation theory
The audience reactions towards violence, death is a lot weaker which can lead less fear and sensitivity to violence and aggressive behaviors.
This is when the audience copy what they have seen on tv, films or video games. Example of stuff the audience have copied is murders,violence.
Uses and gratifications theory
This theory is how the audience use the media not how the media effects us.It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives
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