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Describes how media influence on people's opinions is indirectly controlled by opinion leaders, who initially consume media content, interpret it, and then communicate their own interpretations to others.

Examines how media and communication processes affect human perception, understanding, feeling, and value; and how interaction with media facilitates or impedes our chances for survival.

Suggests that individuals will tend to overestimate the influence that media messages have on others while underestimating the effect those messages have on their own beliefs and behaviors.

Suggests that long-term exposure to media content can shape the perceptions of reality for individuals, potentially leading to a common worldview shared by heavy viewers (cultivation).

An early media effects theory that suggests media messages are injected directly into the passive audience, which is immediately affected and influenced by these messages.

Suggests there are two primary cognitive routes that can lead to persuasion: the central route (involves rational and thoughtful consideration) and the peripheral route (relies on superficial cues).

The belief that technology shapes and determines the development of the cultural, social, and political aspects of society.

A framework for understanding media influence that examines how messages are encoded by media sources and decoded by audiences, accounting for differing interpretations.

Proposes that media may not tell us what to think, but significantly what to think about, thus the key themes and issues in news coverage become the key themes and issues of public awareness.

The idea that exposure to media content can prime subsequent thoughts and behaviors, making certain ideas more accessible in one's memory.

Suggests that rather than changing an individual's attitudes or opinions, media reinforces existing beliefs.

Proposes that individuals prefer to select information sources and content that align with their pre-existing beliefs and attitudes.

Posts that the way information is presented (framed) by media sources influences how audiences understand it and the importance they assign to it.

Asserts that people learn by watching others, with media providing models of behavior to observe and potentially imitate.

A method of framing that presents events and issues as isolated incidents rather than as part of a larger context or systemic issue.

Explains how, why, and at what rate new ideas and technology spread through cultures.

States that individuals who perceive their views as being in the minority are less likely to express them when in public due to fear of isolation.

A perspective in sociology that explains social behavior in terms of how people interact with each other via symbols; in media studies, this examines the roles of media in facilitating social interactions.

A method of framing that places public issues in some broader context, usually involving long-term trends or an analysis of historical patterns.

Argues that the effectiveness of communication is based on the richness of the media channel, where richer media are more capable of conveying complex messages.

Proposes that the more a person depends on media to fulfill their needs, the more important media will be in shaping an individual's view of the world.

Focuses on the process by which a small number of people and corporations control what information is presented to the media audience, and what is omitted.

Focuses on why people use particular media and what they get out of it, proposing that consumers choose media products based on their own needs and desires.

Suggests that underrepresented groups are often muted or excluded from mainstream media due to the dominance of majority groups.