The Effects Theory.

The effects theory is concerned with media consumption with passive audiences and how society controls almost everything that we have access to. Therefore controlling passive audiences' beliefs and ideologies. Within the effects theory there is the hypodermic needle model which proposes to demonstrate the effects of the mass media on the public. The effects theory is an extremely bold one, stating that people can be completely controlled by what they consume. This is personified in many ways, for example, GTA was linked many times to influencing violent behaviour within society. Another key concept to the theory is two-step flow, this is the idea that active media consumers will discuss texts, this influences what we decide to watch. This is also the case with TV critics, their oppinion can be key to what we decide to view.