Mass media has the strong social effect. This refers to the theories about the ways the mass media affect how their audiences think and behave. With the media on generating information from a network of relations and influences and with the individual interpretations and evaluations of the information provided, as well as generating information outside of media contexts. Mass media include all forms of information communicated to large groups of people, from a handmade sign to an international news network. There is no standard for how large the audience needs to be before communication becomes "mass" communication.
In the last 50 years the media influence has grown ...view middle of the document...
Mass media plays an important role in forming and reflecting opinion: media connects the world to individuals and reproduce the self-image of society.
The media makes a lot of money with the advertising they sell and that we are exposed to. We buy what we are told to be good, after seeing thousands of advertisings we make our buying decisions based on what we saw on TV, newspapers or magazines to be a product we can trust and also based on what everyone else that we know is buying and their decision are also based on the media. These are the effects of mass media in teenagers, they buy what they see on TV, what their favourite celebrity advertise and what is acceptable by society based on the fashion that the media has imposed them.
The media has a huge impact on society and also in public opinion. People tend to selectively read what they already agree with and to rationalize their preformed opinions in the face of contrary arguments. They can shape the public opinion in different ways depending of what is the objective. Therefore, it may brings along advantages and disadvantages to young generation.
According to Walter Lippmann, â€œWe see the world not as it really is but as pictures in our headsâ€. Meaning that even we have not experience it personally but we will still can imagine and know what is happening which is shaped by mass media.
Thereâ€™s another theory which developed by Yale Professor Harold Lasswell called Narrative Model. His Narrative model poses four questions that included who say what, in which channel, to whom, with what effect. This theory implied mass media had a direct, immediate and powerful effect on its audiences by â€˜shootingâ€™ or â€˜injecting them with appropriate messages designed to trigger a desired response. This theory graphically suggests that the message is a bullet, fired from the â€œmedia gunâ€ into the viewerâ€™s mind. It means those media messages are injected straight into a passive audience which is immediately influenced by the message.
People nowadays cannot live without the media as with the help of technological improvements to send messages to the masses is getting easier. As we had showered with tons of advertising, information and other sort of materials by the different types of mass media has influenced in our daily life styles. Without the media, most people would know little of events beyond their immediate neighborhood.
As we know, young generation will follow what is in vogue. For example, if there is a sport that is getting a lot of attention by the media and gains popularity among your friends and society, you will more likely want to practice the sport and be cool with all your friends. The result is that you will have fun with your friends and be healthier because of the exercise you are doing.
Besides, mass media can lead the young generation to think more deeply and sees something in all perspective yet produce questions to public to talk and think about....