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 people explain this effect as the power of the media inject passive audience with ideologies. For example when Ira’s war took place the main broadcasting television that gave the new to the world only told the news that they wanted them to know, in other words they where injecting the passive information and the mass media audience believed what was told them. 

Violence in media.This is another problem that the media industries face everyday. In nowadays the minority audience of younger people are becoming the mass audience. Now there are more ways to access films, tv shows, video games, magazine and etc. Because of these problem we have age rating system witch contains a table with different age allowances. It includes U, PG, 12, 12A, 15, 18 and R18. U-  universal.PG- parents guidens.12- 12 year old and over only in cinemas.12A- 12 year old and over cinemas and videos.15- no under year 15.18- adults only.R18- adults who have working license. 

Two-step theory. The two-step theory is a basic theory model. The concept of two-step is mostly applied to the active audience group who would share and discuss information with each others. This is called option leader. If the text is discussed with someone we respect we might be passive enough to receive their views of the same text. 

Cultivation theory.The cultivation theory was proposed by George Gerbner. It is one of the core theories of media effects. According to the theory, people who watch television frequently are more likely to be influenced by the messages from the world of television. The influence goes to such an extent that their world view and perceptions start reflecting what they repeatedly see and hear on television. Television is,therefore, considered to contribute independently to the way people perceive social reality.