Effects theory.
Effect theory Media effects are topics relating to mass media and media culture effects on individual or audience thought, attitudes and behavior. Whether it is written, televised, or spoken, mass media reaches a large audience. includes quite few theories. few of them are: the Frankfurt school, the hypothermic needle effect, violence in media, cultivation theory and two-step theory. The Frankfurt school. The Frankfurt School theorists were among the first theorists to examine the fundamental roles of the media in shaping thought and behavior, influencing politics, and managing consumer demand in the twentieth century. The Frankfurt School also studied the effects of mass culture and the rise of the consumer society on the working classes that were to be the instrument of revolution in the classical Marxian scenario. The hypothermic needle. This theory involves the passive and the active audience groups. The peop...