Cultural effects theory

This theory suggests that the effect of television on its audience is built up over a long period of time and the attitudes of the audience are influenced by repetition of messages over a prolonged and ongoing period.

Feminists would claim that the way women are shown on television either as housewives or sex objects/ or the recipients of violence has built up sexist attitudes in society as a whole, over a long period of time.

Television has the power to make things seem 'normal'.