This document discusses a media effects theory that suggests audiences passively consume media like having messages injected straight into their subconscious brains. This theory is often used to argue against certain media types, claiming their violent content will be replicated by consumers. However, another theory suggests audiences actively choose media to gratify individual needs, such as escape, social interaction, reflection, or finding useful information, as described in four categories of media gratification.

1. This is a theory which
describes one way that
audiences might ‘consume’
mass media texts.
This theory suggests that we
consume texts passively like
we have it injected straight
into our subconscious brain.
This theory is often used as an argument against certain type
of texts e.g. rap music in the 1990s or violent video games.
Some people argue that the violent content will then be
replicated by the consumer.

2. This theory suggests that audiences actively choose the media
they consume to meet (or gratify) their individual needs. It is
split into 4 areas.

3. Media used as an escape
from everyday life,
problems and routine. Using the media for social interaction,
possibly as a replacement for the
family interaction.

4. Finding yourself reflected in
texts. Learning behaviour
and values from media texts.
Finding information that could be
useful for living.

5. Can you think of games titles that fit into these categories
below?