Cultural Effects Model

If the same media messages are repeated often enough they will be accepted as fact, but audience members can choose to resist these messages.

The cultivation effects model also suggests that the audience are active and can 'decode' these messages in media texts in a number of ways. Peoples responses are affected by their social backgrounds.
There can be different types of readings:
Dominant
Negotiated
Oppositional

If the audience are shown a message numerous times within a music video then they will start to accept it as the norm. For example, women are often shown to be glamorous or sexualised  in music videos and therefore some people will begin to accept this as reality.