The consumption of media texts has an effect or influence on the audience. It is normally considered that this effect is negative. The audience is passive and powerless to prevent influence. The power lies with the message in the text.
Negative implications of this theory are when people do 'copycat murders' i.e. when a teenage boy murdered his best friend in 2004, the game 'Manhunt's banned in the UK because the murder was styled upon a murder within the game.
An audience that tends to see the audience as passive and sees how exposure to particular aspects of media content can influence the behaviour of the reader or viewer.
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