Audience activity in the media transaction may function to promote or to deter media effects. Facilitative activity includes selectivity, attention, and involvement. Inhibitory activity includes avoidance, distraction, and skepticism. The authors expected instrumental media motivation, selectivity, attention, and involvement to be positive predictors of satisfaction, parasocial interaction, and cultivation effects from watching daytime television serials. They expected avoidance, distraction, and skepticism to be negative predictors of those effects. Three path analyses largely supported their expectations.

Bonnie Peng (1992) means that all advanced democracies think this is an era of media politics, the media manipulate almost the entire political process, the reaction from the most basic of political socialization to the overall public opinion environment, are in can highlight the mediathe ubiquitous nature. As for how the media reporters to report the news content will not only form a public perception of reality, may also affect the attitudes and behavior of audiences (Graber, 1997).

The dependency model of media effects is presented as a theoretical alternative in which the nature of the tripartite audience-media-society relationship is assumed to most directly determine many of the effects that the media have on people and society. The present paper focuses upon audience dependency on media information resources as a key interactive condition for alteration of audience beliefs, behavior, or feelings as a result of mass communicated in formation. Audience dependency is said to be high in societies in which the media serve many central information functions and in periods of rapid social change or pervasive social conflict. The dependency model is further elaborated and illustrated by examination of several cognitive, affective, and behavioral effects which may be readily analyzed and researched from such theoretical framework.