... their own experiences, family and friends and also the media. Some people in the audience are called opinion leaders who are affected by the media and pass that on through the comments they make. These two theories are arguable in favour as they both suite the social situation of both audiences. But the one theory that favours more is the two step flow model as the mass media provides information and values which then flow to the 'opinion leaders' who shape the views then to the audience that act upon the information in a variety of ways. There is also the view that the media affects us through a small build up of ideas and values over the time. This theory is known as cultural effect theory; this theory assumes that the media does have an important effect on the audience (these effects are not as immediate as the hypodermic ...

See this essay or coursework document in full right now