Notes on the cultural effects model

I made some research on this theory is it would be beneficial for understanding how music videos use it to their advantage and how I can use it to help make my own video more effective.

The cultural effects model is a theory which states audiences views are affected largely by the media, however unlike the Hypodermic Needle theory, they are influenced gradually over a long period of time through a 'drip drip' effect. This relates closely to Neo-Marxist views which suggest people have been exposed over a long period of time to media content brought forward by capitalist ideology.
Music videos are linked with this because of the various stereotypes featured within their generic conventions which would have been influenced by other media text and would contribute to the influence of the audiences perception of those stereotypes. An example would be a generic convention of rap being gang culture and more commonly featuring black people, emphasising the stereotypical idea that black people are more involved in gang culture.

This theory can be used in our music video through following the conventions seen in our genre as it will feature particular stereotypes, such as teenagers being stereotypically rebellious and associated with anarchy. This would then contribute to the 'drip drip' effect as well as being influenced by it.