The Effects Theory is when the consumption of media texts has an effect or influence on the audience. This covers how media can affect and change the audience, in which the audience is passive and powerless to prevent the influence. The Effects Theory is considered mainly negative but in some cases it can positively affect an audience.
This can be seen in the recent 'Killer Clown Sightings' after images were first published online to promote the release of Stephen Kings remake of 'It'. The images consist of the famous fictional character of a killer clown called Pennywise played by Bill Skarsgard. The craze originated from the US, in which, many people have started to dress up as killer clowns whilst roaming around in the streets in attempt to scare people. However, this was not an arranged marketing ploy, but has merely started based on published photos which has started the craze. It has now spread to many parts of the world including the U.K.
As people tend to conform to others, more and more people are being influenced by others, particularly through social media. This has implications because social media may not have accurate reporting. Due to this, it is almost encouraging the craze and affecting the society negatively.
Additionally, there are implications linking with the Effects Theory. For example, there have been 'copycat murders' based on fictional murders such as the game 'Manhunt' which was banned from the U.K due to a murder in a similar style by a teenage boy in 2004. An implication is whether the institution is responsible from the actions influenced by their product or not. Should they take action or ignore the problems?
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