Effects theory cornceerns the way in which the media is able to influence societies. It was believed or supposed that government could control society through its use of the media. In simple terms, different media platforms would be used to promote the policies of the ruling elite. For this to work the audience has to be a passive mass rather than a group at active consumers.
The Hypodermic Needle Model.
By controlling mass media regimes could control public opinion through the injection of ideologies which were contained in media texts. An example of this is the Nazi propaganda. Modern day Italy have recently re-elected Silvo Berlusconi to a position of power in the Italian government. This is following his release from prison for tax evasion and on going charges relating to allegations that he had sexual relations with an underage belly dancer. Silvo Berlusconi is Italy's largest media magnat.
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