Effects Theory sees Audiences as Mass- as a group experiencing media and its intended message. Its argued that media has the impact of Cultivation and that these changes are small and occur over a long period of time. The effects of Media Violence has been studied extensively and can be used to consider the effects of all media in general. It is beleived that violence can have direct effects ( changes in behaviour) desensitisation( more tolerant of violence in others) Mean World Syndrome ( belief that the world is a scary and mean place, causing anxiety) or Catharsis (a positive outlet by viewing behaviour of others, people do not feel the need to behave in that way themselves.
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