will media become more provocative?

I believe this “lack of attention due to information overload” in this century is one of the reasons why TV, movies and advertising are getting more violent and obscene. It makes sense if you look at this issue from media companies. Media are all about getting attention, and I guess they have to do what they have to do to catch up with these “busy people.” But then, what is the boiling point for this attention-begging phenomenon?

People will pay more attention to more violence and obscenity first, but they will eventually get used to it. It’s like the Jerry Springer Show. People got used to seeing so called “freaks” on the show that they don’t consider these “freaks” to be freaks anymore. Back in 1990s, gay people were considered to be extraordinary to put on the Jerry Springer Show, but nowadays, if Jerry puts some random gay couples on the show, it will not draw much attention from viewers. Gay couples in this century are pretty much normalized compared to 10 and 20 years ago. This is why the show is becoming more and more provocative. (I don’t know if "provocative" is the right word choice. I tried to think of an English word to properly describe this.)

So, here is my point of view. If media companies try to get more attention by becoming more provocative every time audience becomes apathetic toward the media’s degree of provocation, would there be some kind of boiling point for this? How far will the definition of “provocation” keep changing over the courses of time?