Theories of Uniform Influences
The theories of uniform influences state that people are--at the base level--similar. Therefore, people will react similarly to "stimuli." Christopher and Ronnie seem to find this annoying. Later theorists did too, which is why the next theories are now widely supported.
Theories of Selective Influences
The theories of selective influences state the opposite of the previous uniform influences theories. That is, they state that--at the base level--people are different. Therefore, people respond to "stimuli" differently. Christopher and Ronnie seem to get along much better under this theory.
Disinhibition Theory, Desensitization Theory, Sensitization Theory
Disinhibition theory states that people lose their inhibitions after seeing mediated content that condones what they previously felt urged to refrain from. When Rebecca first married him, she obviously would never have wanted to kill him.
Desensitization theory states that people will become desensitized to reality they used to feel sensitive toward after watched certain mediated content that allows them to let go of said sensitivity. Rebecca used to feel faint at the sight of blood. Not anymore.
Inhibition theory states that the same mediated content that would cause someone to lose their inhibitions would instead strengthen them. Mike knows what might happen to him if he ever loses his inhibitions. And he refuses.
Modeling Theory
Modeling theory states that people will copy what they see in mediated content. Christopher discovered his new-found love of cycling after watching the Tour De France.
Cultivation Theory, Socialization Theory
Cultivation theory states that the media controls what viewers believe the reality around them to be, and that many times the disconnect between reality and media causes viewers to believe an "unreality." Bobcat doesn't kill people, I promise.
Socialization theory states that people learn their roles in the world through mediated content, and therefore grow to assume those roles because of media.
Uses and Gratifications Theory
Uses and gratifications theory states that people use the media mainly to fulfill their needs, and that they choose whichever media can do that the best. The boys wanted to be gratified more quickly, and Planet Earth helped them to achieve that!
Agenda-Setting Theory
Agenda-setting theory states that media tells us what to think about and discuss, but it cannot tell us what opinions to hold. Everyone heard about the Chilean miners.
Reinforcement Theory
Reinforcement theory states that people get reassured by the media when the mediated content matches their own mental schema, thus reinforcing their schema. Cookies are the No. 1 tool.
Schema Theory
Schema theory states that people picture most objects generally and in the same sort of capacity. These "pictures" are called schema. People have general schema for otherwise complex things as a means of organization.
