The Effect of Media on Society on People Life

1. There is an opinion leader influencing other people as he is more exposed on certain topics. This relates to the influence of social interaction.

1.1. This can relate to Marxism who say that the owners have an influence is creating media messages and opinions which support capitalism. But then Neo-Marxists would say that the opinion leader is also a journalist or editor and their influence due to their background is similar within each opinion leader

2. Cultural Affects that the media has a different influence on different social groups, and its influence is different based on their CAGE.

2.1. Audiences are active as they are influenced differently due to their values, which are obviously shaped by their identity.

3. Indirect

3.1. The media shapes norms and values which comes through the repetition and exposure which are used to shape meanings and opinions.

3.1.1. This can also relate to believes that the Media Industry promotes hegemony by gradually "dumbing down" the audience with their constant exposure within the media and constant repetition

4. © Hamdah Khaled Al Qubaisi

5. Direct

5.1. The media injects messages to the audience, and due to this being a direct theory the audience is passive

5.1.1. The media sends messages to the audience which promote capitalism and creating a false picture

5.2. Represented children as acting violent because of the televisions influence. This then relates to the "magic bullet" theory suggesting that TV has an immediate and strong effect upon their audience.

5.3. Media violence result showed that the ones who didn't afterwards went through a stage of catharsis, showing the effect of the media upon people.

6. Active Audience Approaches

6.1. Structured Interpretation Model

6.1.1. The influence of the media , where some people have a dominant view, whilst others have an oppositional view, and finally some have a negotiative view.

6.1.1.1. This relates to postmodernism as the the different identities and the different views are what the media creates according to postmodernists.