The document discusses different ways that media can influence audience responses and behavior. It provides examples of how music videos, advertisements, and news articles can shape audience perspectives. Documentaries aim to inform audiences on important issues, though some can exhibit bias. Theories of media effects are also examined, including uses and gratification theory in which audiences seek media to fulfill needs, hypodermic needle theory which suggests media can directly influence passive audiences, and theories of active and passive audience consumption and interpretation of media messages. North Korea's strict control over its population's media is used as an example of the hypodermic needle effect.