“Mass Media (Television, the Internet, Advertising) Influence Youth Too Much Nowadays.” to What Extent Is This True?

Topics: Mass media, Advertising, Youth Pages: 3 (808 words) Published: February 12, 2012
“Mass media (television, the internet, advertising) influence youth too much nowadays.” To what extent is this true?

In the recent years, the prevalence of mass media has been undeniable. All over the world, youths have access to mass media through their smartphones, television sets and computers. In such a media-driven world, it is no surprise that mass media has come to play a substantial role in the attitudes and mindsets of youth. To a large extent, mass media does have the power to influence youth too much nowadays as seen through increasing consumerism, commercialised perceptions of beauty and loss of individuality. However, it is also true that the youth are not completely controlled by mass media as seen through innovative thinking and creativity in young people.

The media’s influence on youth is seen through increasing consumerism in youths. Everyday of our lives, we are bombarded with advertisements through every form of mass media possible. Slogans like ‘Just Do It’ and ‘Finger Lickin’ Good’ become ingrained in our minds through clever advertising gimmicks aimed at the youth demographic. It becomes almost impossible for youths to resist the pull of the shiny new products that are ardently promoted by various industries. For example, it would be hard to find a youth who does not own an Apple product. The company’s worldwide success in appealing to the youth is due to its tactful advertising aimed at a youthful audience through the use of relevant and contemporary themes and ideas. Such advertising blurs the line between necessity and indulgence, easing youth into buying everything that the media sells them. Hence, strategic advertising through mass media has very much influenced youth as seen through their materialism and overconsumption of goods.

The media’s excessive influence on youth is also seen through perceptions that the youth have about body image and beauty. Movies and commercials on the television often portray models and actors...
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