- Members of society, although products of different social situations all have an essentially similar human nature and are alike in terms of emotions and outlook
- The media present messages to the members of the mass society who perceive them more or less uniformly
- Such messages are stimuli that influence the individuals emotions and sentiments strongly
- The stimuli lead individuals to respond in a somewhat uniform manner, creating changes in those actions that are like those change in other people.
- Also known as the Magic Bullet
- They disregarded many of the Theories of Uniform Effects
Theories of Selective Influences: (Indirect)
- Media presents ideas and then they are received and interpreted by society
- Changes amoungst society because each person has a very unique and powerful beliefes, attitudes, values, and needs.
- Thus, effects of the media are not uniform powerful or direct
- Society has the choice to respond or not to respond to media
