Media Theories and Their Influence

We begin by reviewing core media theories, starting with how media influence accumulates.

The Cumulative Effects Theory states that we cannot escape the effects of media, and those effects

accumulate slowly over time. Media influence, according to this theory,

is always present, very redundant, and powerful. In contrast, the Uses and Gratifications

Theory focuses on the audience. This theory explains that people seek out media for different

reasons, helping us determine how we use media and better understand effects on individuals

by knowing what, how, when, and why media is used.

Historically, we encountered the Power/Direct Effects Theory, based on the idea