The effects model is an idea within the media category - this helps to present the consumption of texts.
Imitation: this is the idea that the audience passively take in what the media is presenting to them; they therefore copy this and it suddenly becomes "normal".
Desensitisation: An example of this is on-screen violence; the audience no longer have the desired effect that they should as they have become used to what they have seen through the media.
Catharsis: An example of this would be the programme 'eastenders'; watching this may make viewers feel better about their own lives - they are watching the media as an escape.
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