SuMaRry Of eFfECts theOry!

• The Frankfurt school which was concerned with the impact of the rise of the media industries on society. the increase of the culture industry, saying culture is produced by the industry of media.

• Is seen as a passive thing (the mass audience) is being manipulated by society. ( the hegemony of the ruling classes.

• The hypodermic needle model- demonstrates the effects of the mass media has on it's audiences. injects the passive audiences with ideologies. eg- triumph of the will a Nazi propaganda film. the audience is seen as passive who accept whatever is said in the media.

• offensive things such as violence must be censored as it may influence the audience to do the same thing it is assuming that the audience is passive and will accept the ideologies that are being presented...creating moral panics although today's audience are more media literate.

• cultivation model which is when it is difficult to prove the effects of individual media texts has on an audience.

• films which were banned are now seen and are exceptional due to the social attitudes and expectations that have changed so much.