Cultivation Theory: 

Gerbner built on the work done by bandura. he suggested that the media doesn't simply inject us, but cultivates particular beliefs / attitudes overtime. High frequency viewers of television are more susceptible to media  messages and the belief that they are real and valid.

Effects Theory:

in the effects theory, the media are powerful, negative forces who control the masses. The media is seen as a hypodermic syringe, injecting our helpless minds with messages which we take on fully.
The effects model is still in evidence today, particularly in tabloid newspapers who construct moral panics around the latest buzz in the media- rap music videos, horror movies, social media and so on.

Moral Panics:

Stanley cohen in 1972 published a book 'folk devils and moral panics'. Moral panics happen when members of a society and culture become outraged, fearful and upset by the challenges and menaces posed to 'their' accepted values and ways of life, by the activities of groups defined as deviant. These could be violent extremists, teenagers or an organisation / internet, violent games or social media.