The 'hypodermic' model
That messages from the media are 'injected' straight into the brain of an audience.
Cultivation theory
How watching television may influence the audience, cultivated on a certain context.
Desensitisation
That people are exposed to so much violence in the media, violence no longer makes a strong emotional impact upon them,
Modeling or copycat theory
Modeling or copycat theory is used to explain the influence media has on it's audience. Members of the audience may copy what they have seen characters do on screen, in films or video games.
Uses and gratifications theory
The theory that we focus on the customer and audience rather than the actual message, how we use media rather than what the media's impact is on us.
The theory that we focus on the customer and audience rather than the actual message, how we use media rather than what the media's impact is on us.
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