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The Spiral of Silence theory indicates that individuals are less likely to express their opinions if they believe they are in the minority, due to fear of isolation or reprisal. An example is when people refrain from sharing controversial political views on social media.

Cultivation theory posits that long-term exposure to media content can shape an audience's perceptions of reality. A classic example is the belief in a mean and scary world due to excessive consumption of violent TV programming.

Framing refers to the way media sources present and structure information which influences how it is perceived and interpreted by audiences. For example, describing an event as an 'attack' versus 'an act of defense' can frame public perception.

Gatekeeping describes the decision-making process regarding what information is presented to the public and what is withheld, executed by media editors and executives. For instance, a newsroom may choose not to report on certain political events.

An Echo Chamber refers to an environment where a person encounters only beliefs or opinions that coincide with their own, so that their existing views are reinforced. A classic example is social media algorithms that feed users content similar to what they've already liked or shared.

Desensitization is a reduction in emotional response to repeated exposure to a stimulus. In media, this occurs when viewers exhibit diminished emotional reaction to violence due to regular exposure to violent content in movies or video games.

Mainstreaming is a concept from Cultivation theory that suggests heavy television viewers are more likely to perceive social reality in ways that reflect the most common and recurrent messages of the television world, thus leading to homogenization of viewpoints.

Media Dependency suggests that the more a person is dependent on the media for having his or her needs fulfilled, the more important the media will be to the person and the more it will be able to influence that person. Example: During an emergency, reliance on news for information increases.

The two-step flow theory suggests that media effects flow from media to opinion leaders, and from them to a wider population. For example, a respected journalist might influence his/her followers, who in turn affect others in their social circle.

Social Learning Theory asserts that people learn by observing others, with media providing a source of observational learning. For instance, children might imitate behaviors observed in cartoon characters, such as acting bravely in a tough situation.

Source Credibility refers to how credible or believable an audience perceives a communicator, which can significantly affect the persuasive power of a message. For example, a scientist speaking about climate change is more persuasive than an uninformed celebrity.

The Third-person Effect posits that people tend to believe that mass communicated media messages have a greater effect on others than on themselves, often resulting in a call for censorship. For example, parents might think violent games affect children more than adults.

Priming involves media's role in predisposing the viewer or reader to a particular perspective or mindset, which can then influence their subsequent behaviors and judgments. An example is how incessant coverage of terrorism can prime viewers to favor more stringent national security policies.

Media Convergence refers to the trend of merging telecommunications and computing technologies with traditional media, leading to new forms of content creation and distribution. An example is the transition from print newspapers to multi-platform digital news outlets.

Uses and Gratifications theory suggests that people are active in choosing and using particular media sources based on the gratification obtained from them. For example, someone may watch a documentary to be informed or a comedy show to be entertained.

The Hypodermic Needle Model is an early media effects theory that suggests media messages have a direct, immediate, and powerful effect on a passive audience. An example is the widespread panic induced by the 1938 broadcast of 'The War of the Worlds'.

Selective Perception is the process where individuals perceive what they want in media messages while ignoring opposing viewpoints. It is exemplified when a viewer interprets a neutral news report as having a biased stance that aligns with their own beliefs.

Selective Exposure refers to individuals' tendency to prefer information which reinforces their pre-existing views and to avoid contradictory information. Example: A conservative might exclusively watch right-leaning news channels.

Agenda-setting is a media effect theory proposing that the media determines which issues are considered to be important by the public. An example is how news coverage can increase the prominence of specific topics, like climate change, thereby making it more salient among the audience.