Mass Media Effects

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Sociology 101, Fall 2012
September 17, 2012

Effects of Mass Media

The mass media is a very important means of delivering communications to a large audience. The mass media is important and powerful and its influence is likely different than that of the family, school and the peer group. The mass media introduces people to ideas and images that reflect society and the entire world (Macionis, 2012). There are several types of social media available today such as television, internet, radio and cell phones. Television is the most dominant social media of all. The extent of viewing varies individually among the population. Men may view television for less than five hours daily, women between five to six hours with older people and children viewing at least seven or more hours daily. Research states that the public is concerned for children being exposed to too much violence on television (Macionis, 2012). The medias’ target is advertising, especially toward adolescents and young adults. Advertisers focus their advertisement specifically on adolescents because adolescents are the easiest age group to influence. They are viewed as constantly changing. They want to show individuality, yet they want to be in style and fashionable. They continuously buy new products to keep up with different trends and fashions. If advertisers can condition an adolescent to buy their product and like their product, then once the adolescent grows up he or she will be more likely to stay with that product then switch to a new one. It’s the same principle as “build good habits now because they will be difficult to change later in life.” The Mere Exposure Effect assists advertisers in their goal. The effect is a “phenomenon by...
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