This theory suggests that the media injects ideas into the audience, giving them 'ideas' just like a drug. Which is why this theory is also sometimes referred to as the Hypodermic Needle Model.
The Cultivation Theory:
This theory suggests that the more time people spend in the Television world, the more likely they are to believe the social reality that is being portrayed, which draws the focus on the fact that the audience members develop large quantities of information about the world on the media they use.
The Desensitisation Theory:
The process of reducing sensitivity - taking things out and cutting them, i.e. violence no longer effects people, which sometimes draws the evidence from the influencing volume of violence.
The Modelling or Copycat Theory:
Media influences and effects the audience's behaviour and how they think, links to the Herman and Chomsky theory.
The Uses and Gratification Theory:
Understanding why and how people actively seek at specific medias to satisfy specific needs, the audience has control over consumption and takes in what they want.
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