Audience theories.

Effects theory is the theory that medium has a direct behavioural effect on its audience. This means that listening to violent music or playing games will, in turn, make you very violent.

Rap music might glamorise misogyny and gun crime and therefore encourage people who listen it to follow suit.

This also applies to metal music that glamorises suicide and murder.

There can be positive effects where it encourages political engagement. Songs like 'fight the power' encourage an individual independence against what people might think to be an oppressive regime.