It suggests that media messages are not received and interpreted by individuals in isolation but are shaped by the wider cultural context in which they are produced and consumed.

According to this model, media content reflects and reinforces the dominant values and beliefs of the society in which it is produced and consumed.

This means that media content is not neutral or objective but is shaped by the dominant power structures and ideologies of a given society.

The Cultural Effects Model has been influential in shaping our understanding of the role of media in shaping cultural values and beliefs and has been applied to a wide range of contexts, including news coverage, advertising, and popular culture.