This is the theory that media is like a drug, it pacifies the audience. Its though that the audience would take in the ideology shown through the significant influence of media.
Two step theory
This is the theory that mass media influences the ideology of "Opinion leaders". Opinion leaders have a large influence on others in the given community. Therefore they pass on take on the ideology if the media and pass on the ideology to the given community.
Uses and gratification theory
This is when the audience chooses the media that they engage with depending on their own psychographic profile. However whilst the audience chooses what they engage with they can still be influenced by the ideology of the media text.
Effects debate
This is the theory that the media has a direct impact on the thoughts and behavior of the audience, for example a Burger King adverts is shown and after the audience is wanting a Burger King meal.
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