Cultivation Theory

The cultivation theory helps to show the changes in social attitudes and expectations. It suggests that viewers attitudes are heavily shaped by what they watch on TV.  It is a more refined version of the hypodermic needle model. It says repeated exposure to content will desensitise the viewer. 

Two step flow theory

The effects of the hypodermic model can be further refined trough the consideration of the two step flow theory by Paul Lazarsfeld and Elihu Katz. Rather than the direct influence suggested by the effects model there are two steps:

Firstly this theory states that media effects are indirectly established through the personal influence of opinion leaders. Secondly the majority of people receive their information and are influenced by the media second hand, through the personal influence of opinion leaders.