Audience Theories

The Hypodermic Syringe Theory says that the consumers are affected by media for example newspaper,magazines and television etc, but have no say in how the actual media controls them and what influence they have and the impact in which they portray things. The main idea of the Uses and Gratifications model is that people are  victims of all-powerful media, but use media to fulfill their various needs.

The Cultivation Theory
It emphasize the effects of television viewing on the attitudes rather than the behaviour of viewers

Watching television may tend to induce a general mindset about violence in the world, quite apart from any effects it might have in inducing violent behaviour.