It supports the theory that emerges from the Frankfurt School, suggesting that people, in particular children, are directly influenced by the media they consume. With regulation being less stringent on the internet the Byron report disagrees with Gauntlett, Wesch etc. and their notions of empowering the people or as Gilmore argues "giving a voice to the voiceless". `the byron report draws parallels with the cultivation theory - that the media are sending out messages which may be false. It is also suggesting that children are becoming desensitised to sex, violence and drug taking - they normalise it and perceive it as acceptable and normal behaviour.
To argue against this report we could suggest it takes for granted Bulmer and Katz's uses and gratifications - people use the media for different purposes. Moreover, it neglects that audiences are active participants (Hall, Fiske & Abercrombie) and that they may disregard behaviours that they feel are inappropriate or do not apply to themselves (Gauntlett's pick and mix readers).
It would be easy to apply the findings of the Byron report and debate it to online media in any area.
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