What is Direct Effect Theory?

• Some theorists believe Direct Effect Theories of the effect of the media are based on view that the media has an immediate and powerful influence on audience
• Some theorists believe Direct Effect Theories of the effect of the media is that they are gradual and suggest it is because the audience allow the media to influence how they experience the World
• Some theorists argue that the negative impact of the media and other identify positive and beneficial effects
• One concern about the media is its portrayal of Violence and that we should protect young people from destructive media effects (such as Violent Video Games)
• Another concern about the media is its portrayal of Politics and how people seek to use the media to have an effect in terms of politics and social change
• Another concern about the media is its portrayal of Health & Wellbeing and the concerns that the right media messages about healthy lifestyle are transmitted in society in view of issues such as alcohol & diet
• Another concern about the media is its portrayal of Body Image and this concerns the effect of the media on body image among both men and women (links to Becker et al, 2002)