This document summarizes several theories related to media effects: 1) The bullet theory examines how early electronic media like film and radio were used for propaganda and their powerful, uniform effects on public attitudes. 2) Selective influence theories propose that people selectively expose themselves to, process, and remember media messages based on their existing attitudes and beliefs. 3) Uses and gratification theory posits that people actively use media to fulfill needs and select media based on what will satisfy those needs in competition with other information sources. 4) Cultivation theory examines how heavy television viewing shapes people's perceptions of social reality compared to light viewers and reality.

1. 20087067 Choi Mun-Jung

2. Bullet Theory
 Increase about interest in new media
- The advent of new electronic media ex) Film and radio
- The role of film and radio in Nazi propaganda
 Academic Background
- Popular Society / behavioral psychology (stimulus  reaction)
 The main contents
- Mass media contact direct with public
- More powerful and direct and uniform effect about public

3. Selective influence Theories
 Selective Exposure
- exposure selective to media and message
 Selective information processing
- Selective attention and memory (retention)
 Limited effect
- activation : activate existing attitudes and beliefs
- reinforcement : strengthen existing attitudes and beliefs

4. Use and Gratification Theory
 Use motivations Mass media and Approache that meet the wide
- The mass media to the people what you want?
   What people do you have the mass media?
 Active audience
- Selection of media to satisfy needs  incidental, involuntary exposure
 Competition of audience choice and mass media audience
- The media compete with other means of needs
- Cross-media competition, competition in the media

5. the cultivation theory
 The amount of TV survey
- light audience vs. heavy audience
 Audience perception Research on real-world
- Audience response (audience answer)
 Cultural development effectiveness
- portrayal of the reality in TV
vs. perception of reality about light audience / heavy audience s' vs. Reality
- The mass media is great effect about the real world, which configures the notion of hum
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