The media effects theory which was coined by Harold Lasswell in 1935 basically talked about the effects radio and television have on their listeners and viewers. These effects were negative and likewise brainwashed radio and television audiences. Though these effects were largely spoken of in pertinence with academia, it just ended there but professionals had an extra interest in it.
These effects have social, psychological and behavioral influence on the society at large and therefore five ways have been organized to enable research into media effects possible. First of all is what the programme or advert contains. Most of them contain violence and sex which are traditionally immoral to be exposed to the public. This kind of exposure creates an indelible image in the minds of audiences which can last for a short time or even a lifetime.
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Media effects is a combination of a series of theories. It is rather termed a tradition with many theories encapsulated under it. The media effects tradition has various theories that explain the varied degrees of effects the media may have on an individual audience. The degree may range from direct to the indirect effect. You can find the hypodermic needle theory which a direct effect right through to agenda-setting, uses and gratification with media dependency in between. Please take note about this.
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