What are Indirect Effect Theories?

• Indirect Effect Theories acknowledge that the media has an effect on its audience but see this effect as the product of interaction between influences alongside the media message that have been received by the audience
• Indirect Effect Theories look beyond a simple one-way effect process that sees the media conveying messages to the audience and looks at the way that audiences received media messages and the factors shaping this reception
• Indirect Effect Theories are distinctly different to the Hypodermic Syringe Model in which media messages are seen as being directly injected into the audience