The mass media is often associated only with fun, which is far from there of on more complex roles. George Gerbner developed the theory of cultivation. It is defined as accidental and incidental learning. This theory involved in the project Cultural Indicators, which is their research failed to prove that television has a small but constant influence on the perception of social reality viewer. The most common test the impact of media on the viewer's perception of the world are related to crime, violence and justice. As well as cultivating an aggressive tendencies, television causes exaggerated sense of distrust and danger. Studies have its development came to divide viewers into three groups: casual, average and regular viewers. Media content has a different effect on each of these groups of viewers. Regular viewers under the strongest influence of media messages and usually provide answers specific television fictional world, as opposed to casual viewers whose answers are closer to the real world. Other distinctive area of research examines the relationship between the media and political participation. The media can act in two ways: by encouraging citizens to political involvement or depoliticizing citizens directing them non-political entertainment topics. Considering that the media tell the public what to think, but not exactly what you thought about it, McCombs and Shaw developed the theory of agenda. According to the theory of agenda, the media focused the audience's attention to a particular phenomenon. However, the development of new media, the Internet has created new conditions in the theory of agenda. Internet provides ample opportunities in the selection of information, which can lead to the end of the agenda-setting media.