Media Theories

• Cultivation Theory: heavy television exposures will lead to significant influence on the perception of the real world.
• Agenda-Setting Theory: the mainstream media sets the agenda of public discourse. Tells people what to think about.
• Uses and Gratification Theory: individuals use media for their specific needs or desires.
• Magic Bullet Theory: states that media are able to influence audience opinion through messages that reach individuals personally.
• Semiotic Theory: how media texts are constructed, how signs are produced or selected into messages.
• Reinforcement Theory: suggests that the media has little power to influence people due to the pre-existing attitudes and beliefs.