Effects theory 

So what is effects theory? 

It is the complex of social, political, philosophical principles which organise ideas about the relationship between media and society. This is a type of theory called "Normative theory" Which is concerned with what the media ought to be doing in society rather than what they actually do. Another theory called "The magic bullet" it is like a metaphor or saying that, the bullet is fired from the "media gun" into the viewer's head. Referring that the media injects it's messages straight into the passive audience.                        

                                                                                                                         

Mass media and media effect

                                                                                        

Media effects refers to the many ways individuals and society may be influenced by both news and entertainment mass media, including film, television, radio, newspapers, books, magazines, websites, video games, and music.