Effects theory
checkpoint one:
The rise of media industries on society. it says that society controls nearly everything including culture. The mass audience is manipulated by society (the ruling class) = the audience is less able to criticise what they have been shown because it has been commodified to fit the capitalist system.

checkpoint two:
Desensitised means less sensitive. it is when repeated exposure will make the audience less sensitive as social attitudes and expectations change over time. This relates to media as movies and documentaries will be shown in contemporary society rather than in previous years where there may have been ethics.