For instance, in the above image they say that the most beautiful woman look like the one on your right instead of the one on your left! This sometimes forces most women to do this (bottom left) to themselves!
2. Theory of Selective Influence- Every person is unique in his/her own way, they have a selectivity of certain things they want to do that brings them personal gratification. In this case the media does not have as much effect. It depends on how the individual was raised and what social structure they have.
Paris Hilton is one of those people.... talked about in the media all the time, yet she persists to do as she pleases (like the spoiled brat she is!!!!!)
3. Disinhibition Theory- Certain people have inhibitions that they are accustomed to their entire lives. The media can greatly effect that by the individual viewing the media that doesn't agree with their inhibitions, they tend to open up more to it.
As you can see Lindsay Lohan even with rehab couldnt stay away from the drugs and alcohol (seen partying with some friends).
4. Desensitization Theory- There is a lot of violence in today's media (movies, news, video games, etc....). Some people don't like violence and are accustomed to it. The more they view it though, the less of a problem they have with it.
Below is the link for the most grossing movie of all time, and well you'll see what I mean by Desensitized.
http://www.youtube.com/watch?v=Z2EkZuAYpXs&feature=related
5. Sensitization Theory- Whatever a person see's that their not comfortable with, they will be freak out or traumatized.
http://www.youtube.com/watch?v=Z2EkZuAYpXs&feature=related
6. Modeling Theory- This theory is simplistic, because you can actually link the theory to this popular phrase "Monkey see Monkey do!" You copy someone's behavioral traits based on what you see them doing. Albert Bandura based an experiment off of this theory, using children who he had watch violent behavior on t.v and then put a bobo doll in front of them to see if they would copy the behavior.
Here's the external link for Bandura's Bobo Doll experiment.
http://www.youtube.com/watch?v=vdh7MngntnI
7. Cultivation Theory- This theory deals with more of a perception of what the media gives people, especially dealing with reality. Its based on how repeated exposure to media over time gradually shapes our view of the world and our social reality.
For example: Most people when they watch the news always here about how many murders were committed today, although some studies have proven that its Suicides are more common than those of homicides. As a matter of fact almost a third more of suicides are committed than homicides.
8. Socialization Theory- This theory is somewhat suggests that we are taught how to do things through the media. For example, television programming and the sitcoms about household families and how they act. Some people wonder why kids today act the way they do, well this theory kind of explains that. Children watch television and learn about adults through television, and take on the behavior of those adults that they have seen on t.v.
This Link below will definitely show you what I'm talking about!!!!
http://www.facebook.com/home.php?#!/video/video.php?v=100999489920532
9. Uses and Gratification Theory- This theory, I believe is simply based on peoples reactions to the media they view. Some media that are viewed by people, for instance when the victims are killed, some are amused by it and others are sympathizing for the victim. Its amazing how many people sometimes can have so many different reactions to the same sort of content!
Click on the link below to watch people's different reactions to this!!!! If your wondering what I think of it, its pretty Funny!!!!
http://www.youtube.com/watch?v=HnR0wFmAbTY
10. Agenda-Setting Theory- This theory focuses on what the media wants us to focus on but doesn't necessarily tell us to focus on it. Most of the time, you see this all the time in politics. Whether on the news or just in campaign ads, they show you certain things dealing with the candidates both negative and positive. They do this because, they want you focus on certain images and certain aspects of the candidate more likely than not to influence your vote.
The link below will show you exactly what Agenda-Setting theory is all about! That's if it doesn't annoy you first!!!!
http://www.c-spanvideo.org/program/179468-1
11. Reinforcement Theory- This theory in context explains how the media reinforces its opinion upon the people. Because all people possess mental collections (schema) of possible behaviors that can be used in various situations, the media can reinforce a behavior that has mentally been put in hibernation. Its very similar to Modeling Theory almost, except the behavior has already been learned and mentally been put away. If you reinforce a response to a certain behavior, sooner or later that behavior will be performed expecting the same response.
In the above picture with the dog, the owner is reinforcing a negative behavior when the dog pees on the rug. Since, the owner has now reinforced a negative behavior when the dog pees on the rug, the dog now knows it will get a negative response when he does it again.
12. Schema Theory- this theory is based pretty much on mental images stored away from certain events that took place during an individuals past. For example, The Terrorist attack on 9/11, most people remember that all of the terrorists where Islamic. Well now sometimes when some people Islamic people they get scared and sometimes assume that they are terrorists or something of that nature. This theory can lead to stereotypes of many natures, especially dealing with certain media such as movies. Movies generally stereotype some races of people and other types of things.
Schema are not necessarily bad but when they lead to this type of accusations well...... There never good. Even in children's entertainment we have various Schema that is depicted
http://www.youtube.com/watch?v=fS3e-n8Mj7I
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