<Li> Affect Refers to any emotional effect, positive or negative, on an individual from media exposure . </Li> <Li> Physiological Media content may trigger an automatic physical reaction, often manifested in fight - or - flight response or dilated pupils . </Li> <Li> Behaviors Researchers measure an individual's obvious response and engagement with media content, measuring any change or reinforcement in behaviors . </Li> <P> Theories that base their observations and conclusions on large social groups, institutions, systems or ideologies . Representative theories: Knowledge gap theory, Risk communication, Public sphere theory in Communication, etc . </P>

Discuss the positive and negative function of mass media