Mass Media Influence Social BehaviorMass media are a collective term used to refer to various channels of communication that transmit information to a large number of people at the same time (HMH, 2014). The number of people receiving the message, however, remains unclear and is assumed to be a mass of people. In other words, mass media can be looked in terms of one-to-many form of passing information. Therefore, mass media brings about the concept of mass communication in which one person, for example, the author, film director or a television program communicates to a large number of people. Mass media are characterized by one-way communication where the sender of the message does not receive concurrent feedback from the audience (Livesey C., 2011).Examples of mass media channels include; newspapers, radio, television, movies, internet, and magazine among others. Depending on the channel used, the information can be in written form, spoken and visual, or a combination of these aspects (HMH, 2014). It is worth noting that mass media has gained a widespread use in the society today. While people continue to enjoy the services of mass media, less attention is given to the impacts it has on people social behavior. This paper seeks to discuss the ways in which mass media influence people’s social behavior.Sociologists argue that mass media has permeated human culture and has become part and parcel of the society (HMH, 2014).Accordingly, messages from a plethora of mass media sources infiltrate the society every time and again. Other than just promoting products and services, the messages from mass media have a significant influence on people’s moods, attitude, and perception of what is worthwhile or not (HMH, 2014). As a result, mass media has substantial influence on people’s ways of life. Firstly, the mass media are associated with the widespread celebrity that prevails in the modern society. Unlike in the ancient epoch when fame was just for politicians and successful business people, mass media such as movies, magazines, radio, and television have nowadays made singers, actors, and other social elites emerge as celebrities (HMH, 2014). Notably, mass media can reach out large numbers of people with news and information on various groups with different abilities to do exploit. As such, many people have risen as celebrities.Additionally, mass media can influence choices people make in life (Wright P. J., 2010). For instance, in times of political participation such as election, mass media are likely to sway the less informed groups on the choices to make. Proponents of limited-effect theory argue that less experienced and less informed voters rely on the news and information they get from the media to make choices on political matters (HMH, 2014). Nevertheless, it is arguable that the extent to which the media influence people’s choices is limited. In fact, people who are well-informed rely on their experience, prior knowledge, and logic to make their decisions.Additionally, it is notable that the content of information in the media channels is flooded with sexual messages that significantly influence the sexual behaviors of the adolescents (Wright P. J., 2010). It is arguable that various entertainment mass media are globally present portrayals of recreational, consequence-free sex and hyped violence (Wright P. J., 2010). Consequently, many adolescent become victims of sexual abuse and premature sexual indulgence and violent acts as they try to imitate what they observe in the mass media. When adolescents perpetually consume such content, their behaviors are compromised to a great extent. In some instance, films on wrestling and violence may trigger aggression among children and adolescent as a result of long time exposure to violent movies. In regards, it is an undeniable fact that mass media content, especially those on sexual practices and violence impact negatively on moral values in the society (Wright P. J., 2010).In addition, mass media content contributes to the formation of self-concept and shapes individual’s behavior. Through mass media, one gets to learn more about his/her environment and responds in different ways to the knowledge he/she acquires concerning the environment. Moreover, value formation and social experience also manifests through interaction with mass media (HMH, 2014). For example, the values of presenters on the television may impact on attitude formation and personality development among the audience (Wright P. J., 2010). In other words, mass media make people identify with the beliefs of the significant others. Furthermore, content in the mass media may also evoke violence in the society. For example, media content on suspicious immigrants has a high propensity of triggering trouble and conflict in the society. The media may sometimes present news about immigrants in a subjective manner and create fear and suspicion amongst the people in the country. As such, media may sometimes polarize the country and exaggerate a phenomenon leading to lawlessness and violence.After canvassing the various aspects of mass media, this paper reiterates that mass media play a significant role in the society. Despite the positive contributions of the mass media in the society, there are some dark sides of the mass media as well. In other words, mass media have both positive and negative impacts on social behavior in the society. Among the negative contributions include sexual behavior, violence, and lawlessness. On the other hand, the media contribute towards celebrity building, choices, formation of social concept, and shaping of individual behavior.
References
HMH. (2014). The Role and Influence of Mass Media . Retrieved from Houghton Mifflin Harcout : http://www.cliffsnotes.com/sciences/sociology/contemporary-mass-media/the-role-and-influence-of-mass-media
Livesey C. (2011). Sociology Central: The Mass Media . http://www.sociology.org.uk/media_defined.pdf.
Wright P. J. (2010). Communication Yearbook 35: Mass Media Effects on Youth Sexual Behavior . University of Arizona :http://www.indiana.edu/~telecom/people/faculty/wright/Mass_Media_Effects_on_Youth_Sexual_Behavior.pdf.
