The message of media text that goes straight to the brain.
The cultivation theory
How watching TV may influences viewers' ideas of what everyday world is like. Cultivated by certain media.
Desensitisation
People are exposed to so much violence in the media, violence no longer makes a stronger emotional impact upon them.
Modelling or copycat theoryYou copy what you see on TV or films.
Uses and gratifications theory
The theory focuses on the consumer/audience and asks 'what people do with the media' rather than 'what the media does to people'.
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