Topics: Sociology, Mass media, Media influence Pages: 5 (1484 words) Published: October 27, 2013
Over decades, mass media has been used to propagate information to the target audience. It has been a powerful tool that has been used by different people to express their interests on their audience. However, it comes with both positive and negative effects to the society depending on the channel used. Sometimes, channels are not sensitive on the kind of audience thus arousing fear, controversy, violence, or other emotions associated with the message being conveyed.

Many experts have conducted research on the effects of mass media on the youth (Guarino & Carter, 2013). Their findings indicate that mass media has a positive effect on the young people due to its educative nature. However, they advise that the youth should be exposed to information that is in synch with their development phase.

All the media sources enhance knowledge through provision of information. For instance, news increases self-awareness by updating the audience about the daily events happening in the society. This develops concern about social issues within the population segment, which is most productive.

Mass media not only gives the latest news and trends, but also contributes to the enhancement of vocabularies and command of language. Young & Launer (2011) explain that advancement of general knowledge leads to the rise of a youthful population that is able to express their views with appropriate language that alleviates conflicts and controversies as a result of misunderstandings.

The print media is vital for the development of a reading culture in the society. The habits ensure that the youth are well informed on the social trends and other aspects that are vital for socio-economic growth in the whole social matrix (Bacal, 2013).

Studies indicate that the methods used to deliver information influences the cognitive processing capacity of the audience. Moreover, the methods improve the learning progress of the youth since their brains are at their optimum learning phase. Axon (2011) states that significant knowledge gains have been witnessed when the participants are exposed to current affairs, social issues, and other forms of information based on varying contexts.

Due to the broad range of information being propagated, mass media overwhelms us with tons of information. The nature and amount of information increases the brain’s capacity to gain more knowledge. So, mass media creates an avenue that stimulates the need for exploration and curiosity, which are essential for effective development of the brain (Donohue, 2011).

In addition, mass media develops the reflective segment of the brain that processes the factual, objective, and analytic elements, which influence response to varying situations. The development of this segment leads the person to have rational thoughts: they are the ones that determine the formulation of response depending on the situation. Therefore, the youth who are conversant with the dynamics of mass media develop a balance between the real world and the environment created by media activities.

The efficiency of knowledge acquisition and retain ability depends on the ability of the mind to access long sequences of information and putting it together in order to establish relationships. Wilson (2011) explains that our culture is dominated by activities which improve declarative memory if well utilized. Therefore, mass media is a major contributor to the development of various segments of the brain, which is an advantageous effect on the young population since they are a part of the target audience.

In his article, Debatin (2013) further explains that mass media has profound effects on the modern culture. The availability of constant information influences the social behavior of the youthful population due to the nature of messages being propagated. They not only promote the intended interests, but also stimulate attitudes, moods, and other forms of emotions that define social behavior....

References: Axon, D. (2011). Effects of Mass media on the Society. Retrieved April 30, 2013, from American Communication Journal: http://services.trueserials.com
Bacal, R
Debatin, B. (2013). Media Ethics in a Fast Changing Media Environment. Retrieved April 30, 2013, from Journal of Mass Media Ethics: http://www.tandfonline.com
Donohue, T
Gentile, W. (2011). Impact of media use on children and youth. Retrieved April 30, 2013, from National Institutes of Health: http://www.ncbi.nlm.nih.gov
Guarino, M., & Carter, B
Gunther, A. (2013). The Persuasive Press Inference: Effects of Mass Media on Perceived Public Opinion. Retrieved April 30, 2013, from Communication Research: http://crx.sagepub.com
Jacobs, R
Moran, M. (2013). Understanding the Global TV Format. Retrieved April 30, 2013, from http://www.diesel-ebooks.com
Oliver, M., & Jinhee, B
Porfilio, B., Car, P., & Miranda, M. (2011). Youth culture, the mass media, and democracy. Retrieved April 30, 2013, from Academic Exchange Quarterly: http://rapidintellect.com
Sterin, C
Swanberg, A. (2013). The CNN effect: can the news media drive social trends. Retrieved April 30, 2013, from CNN: http://www.cnn.com
Wilson, B
Young, M., & Launer, M. (2011). The Impact of New Media on Traditional Mainstream Mass Media. Retrieved April 30, 2013, from BBC: http://www.bbc.co.uk
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