Mass Media Influence in Shaping People's Ideas about Society
The mass media has played a key role in shaping people’s lives. The modern society’s use of mass media including TV, radio, newspaper, as well as print media has largely influenced people’s ideas regarding themselves and the society at large. This is evident from their behavior towards themselves and their community as well as their treatment of the environment. While some experts believe that the media is to blame for most of the negative behavioral traits among the active members of society, the majority agree that the media makes people understand and develop a positive sense of association with their society within which they live, making it easy for them to identify and …show more content…
Huhman (2005) further noted that children engaged themselves in performing the things they watch in the TV programs especially when a celebrity is featured and that the longer the exposure to the media message, the more prone she/he to the motive to try the actions advocated by the message (p.). In the absence of parental role models, they follow in the footsteps of media stars that elicit admiration from a cross-section of the society either because of appearance or wealth. This is consistent with the findings by Malamuth (1981) that long exposure on the media especially with violent themes towards women gradually makes a person to be hostile towards them.
Mass media, being the main communication method, has slowly introduced consumerism as a life of choice. According to Smith (2002), “Continued advertisement and exposure coupled with the nice features of the product and the unrealistic way or presenting it has the potential of changing a person from consuming certain products” (p. 175). The mass media gets much of its revenues from advertising. In order to attract advertisers, the mass media generates