Effect Theory

The effect theory is what the media does the audience.
The mass usage of the media is renounced to make people fall into the traps of its messaging. It is believed that consumers are Drugged / Hypnotized by the media. This is believed to be seen with the link between more violent TV shows and Violence in the youth. This idea links back to world war two with the idea of propaganda. How people only saw the Germans as bad and  visa-verse in Germany. Propaganda has to be effective if you can make people believe what Hitler was doing was good.
Moving away from WWII this theory has been around since the start of Television in the 50's and 60's when it became more accessible for people to watch.
With every theory there are counter arguments. It is noted as just a theory as there is no real research into whether this is true or not. It is noted that the media can be more helpful than hurtful in today's society. But these thoughts are pressed by the government.
So while seeming plausible it will only remain a theory.