Research: David Croteau and William Hoynes

David Croteau and William Hoynes suggested that the process of consuming media texts had a direct effect or influence upon its audience- however, this effect is often considered to be negative.

They also suggested that audiences are often powerless or passive to the effects that media texts have upon them. The power within the text often lies within its underlying message- it can often go unnoticed but effects many a person.

I believe this theory to be true with the underlying message of  media texts having the most effect, but I feel that it can be considered posotive if the producers are responsible and know what the message of their product is.