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Influence of mass media

In media studies, mass communication, media psychology, communication theory, and sociology, media influence and the media effect are topics relating to mass media and media culture's effects on individuals' or audiences' thoughts, attitudes, and behaviors. Through written, televised, or spoken channels, mass media reach large audiences. Mass media's role in shaping modern culture is a central issue for the study of culture.[1]

Media influence is the actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs. Whether a media message has an effect on any of its audience members is contingent on many factors, including audience demographics and psychological characteristics. These effects can be positive or negative, abrupt or gradual, short-term or long-lasting. Not all effects result in change; some media messages reinforce an existing belief. Researchers examine an audience after media exposure for changes in cognition, belief systems, and attitudes, as well as emotional, physiological and behavioral effects.

The influences of mass media (or 'media effects') are observed in various aspects of human life, from voting behaviors[2] to perceptions of violence,[3][4] from evaluations of scientists[5] to our understanding of others' opinions.[6] The overall influence of mass media has changed drastically over the years, and will continue to do so as the media itself develops.[7] In the new media environment, we have dual identities - consumers and creators. We not only obtain information through new media, but also disseminate information to wide audiences.[8][9][10]

Further, the influence of the media on the psychosocial development of children is profound. Thus, it is important for physicians to discuss with parents their child's exposure to media and to provide guidance on age-appropriate use of any media, including television, radio, music, video games and the Internet.[11]

There are several scholarly studies which addresses media and its effects. Bryant and Zillmann defined media effects as "the social, cultural, and psychological impact of communicating via the mass media".[12] Perse stated that media effects researchers study "how to control, enhance, or mitigate the impact of the mass media on individuals and society".[13] Lang stated media effects researchers study "what types of content, in what type of medium, affect which people, in what situations".[14] McLuhan points out in his media ecology theory that "The medium is the message."[15]

  1. ^ Jacobs, Norman (1 January 1992). Mass Media in Modern Society. Transaction Publishers. ISBN 978-1-4128-2818-5.
  2. ^ Dellavigna, S.; Kaplan, E. (2007). "The Fox News Effect: Media Bias and Voting". The Quarterly Journal of Economics. 122 (3): 1187–1234. doi:10.1162/qjec.122.3.1187. S2CID 16610755. Retrieved 27 February 2023.
  3. ^ Di Tella, Rafael; Freria, Lucía; Gálvez, Ramiro H.; Schargrodsky, Ernesto; Shalom, Diego; Sigman, Mariano (2019). "Crime and violence: Desensitization in victims to watching criminal events". Journal of Economic Behavior & Organization. 159: 613–25. doi:10.1016/j.jebo.2017.10.005. hdl:11336/47668.
  4. ^ Gerbner, George; Gross, Larry; Signorielli, Nancy; Morgan, Michael (1980). "Aging with Television: Images on Television Drama and Conceptions of Social Reality". Journal of Communication. 30 (1): 37–47. doi:10.1111/j.1460-2466.1980.tb01766.x. PMID 7372841. Retrieved 27 February 2023.
  5. ^ Gerbner, George (1987). Science on television : how it affects public conceptions. National Academy of Sciences. OCLC 557233261.
  6. ^ Noelle-Neumann, Elisabeth (1974). "The Spiral of Silence a Theory of Public Opinion". Journal of Communication. 24 (2): 43–51. doi:10.1111/j.1460-2466.1974.tb00367.x. S2CID 59515037. Retrieved 27 February 2023.
  7. ^ Valkenburg, Patti M.; Peter, Jochen; Walther, Joseph B. (4 January 2016). "Media Effects: Theory and Research". Annual Review of Psychology. 67 (1): 315–338. doi:10.1146/annurev-psych-122414-033608. PMID 26331344. S2CID 11875375.
  8. ^ Guerrero-Solé, Frederic; Sala, Mónica Terribas; Pinsach, Josep Gifreu (17 April 2018). "People on Media Effects. An Exploratory Study of People's Theorization on the Influence of Mass Media". Estudios sobre el Mensaje Periodístico. 24 (1): 583–601. doi:10.5209/ESMP.59968. hdl:10230/35902. ISSN 1988-2696.
  9. ^ Media Effects (60502nd ed.). SAGE Publications, Inc. 3 January 2012. pp. 35–63. ISBN 9781412964692.
  10. ^ King, Gary; Schneer, Benjamin; White, Ariel (10 November 2017). "How the news media activate public expression and influence national agendas". Science. 358 (6364): 776–780. Bibcode:2017Sci...358..776K. doi:10.1126/science.aao1100. hdl:1721.1/119647. ISSN 0036-8075. PMID 29123065. S2CID 4777225.
  11. ^ "Impact of media use on children and youth". Paediatrics & Child Health. 8 (5): 301–306. 1 May 2003. doi:10.1093/pch/8.5.301. PMC 2792691. PMID 20020034.
  12. ^ Perspectives on Media Effects. Routledge. 1 September 1989. p. xiii. ISBN 9780805807219.
  13. ^ Perse, Elizabeth M. (1 January 2001). Media Effects and Society. Routledge. p. ix. ISBN 9781135686796.
  14. ^ Lang, Annie (February 2013). "Discipline in Crisis? The Shifting Paradigm of Mass Communication Research: Discipline in Crisis". Communication Theory. 23 (1): 10–24. doi:10.1111/comt.12000. S2CID 141693188.
  15. ^ Em, Griffin (2014). A FIRST LOOK AT COMMUNICATION THEORY, NINTH EDITION. NY: McGraw-Hill Education. p. 316. ISBN 978-0073523927.

Influence of mass media

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