Audience theories

Inoculation model  - was developed by social psychologist William J. McGuire in 1960s .
The model suggests that long term exposure to repeated media messages makes the audience immune to them. 
For example prolonged display of violence in the media will desensitise the audience and they will no longer be shocked by it. 

Two step flow theory - this theory states that most people form their opinions under the influence of opinion of leaders, who are influenced by the mass media. Therefore the theory suggests that ideas and opinions are created by the mass media and then they flow to the leaders and then the leaders influence the opinion of the rest of population. 

Cultural effects theory - this theory suggests that media influences its audience over the period of time. It also argues that when media covers a certain topic/issue the audience believes that views presented by the media are correct. For example women and men shown in media text will be viewed as role models and examples for the audience.