May 30, 2023

The Role Of Media Influence On Society


In today’s world, you can’t hide from the media in society. We are constantly exposed to television, movies, social media, news, and advertising. This has led to an increase in the influence that media has on our everyday lives. Media can have both positive and negative effects on individuals and communities. We will explore the media’s influence on society, including its impact on social norms, attitudes, and behavior.

Social Norms & Values

Melbourne, AUSTRALIA: Elizabeth Muling inspects a wall of some 750 television screens at the opening of TV50, an exhibition celebrating 50 years of television broadcasting, in Melbourne, 21 June 2006. The wall of 750 television screens which spans 70 metres is the largest in the world and visitors will be able to watch iconic Australian TV shows at their leisure as well as experiencing interactive displays. AFP PHOTO/William WEST (Photo credit should read AFP/AFP via Getty Images)

Media can shape our perceptions of social norms and values. It often portrays certain behaviors as acceptable or desirable while others are condemned. This can lead to individuals conforming to these perceived norms, which can have positive and negative consequences. For example, media can promote healthy living, respect for others, and community engagement. On the other hand, it can push negative behaviors such as substance abuse, violence, and intolerance. Negative stereotypes and biases can also be reinforced, contributing to discrimination and social inequality.

Attitudes & Beliefs

NEW YORK CITY – OCTOBER 12: A collection of news and financial cable TV shows is shown on a split screen October 12, 2003 at the Nasdaq headquarters in New York City. (Photo by Chris Hondros/Getty Images)

Publicity is one of the most pervasive forms of media and can significantly impact our behavior and attitudes. Hype is designed to promote products and services, and it often does this by promoting specific values and lifestyles. For example, advertising often promotes materialism and consumerism as desirable values. This can lead individuals to value possessions highly, contributing to debt and financial insecurity. Skewed advertising can further cause individuals to have negative outlooks on themselves, often as if they don’t meet an acceptable societal standard.

Media can also influence our attitudes and beliefs about various issues. This is particularly true in the case of news media, which often shapes our political perspectives. News media can influence public opinion and even shape public policy. This can impact support for government policies and leaders. Similarly, entertainment such as television and movies can mold our attitudes and beliefs about various social issues, including race, gender, and sexuality.

Media can also have a significant impact on our behavior. For example, it can influence our attitudes toward substance abuse, violence, and sexual behavior. Studies have shown that exposure to media violence can increase aggression and violent behavior in children and adults. Similarly, exposure to sexual content in media can impact attitudes toward sexual behavior.


NEW YORK – AUGUST 2: A Gillette advertisement featuring English soccer star David Beckham hangs in Times Square August 2, 2004 in New York City. (Photo by Stephen Chernin/Getty Images)

Media Literacy

Given the powerful influence that media can have on society, it is essential to develop media literacy skills. Media literacy involves the ability to analyze and evaluate media messages critically. This includes understanding the persuasive techniques used in advertising, recognizing bias in news media, and evaluating the accuracy of information presented in various forms. Media literacy skills can help individuals make informed decisions about their media consumption and help them resist negative influences. It can also empower individuals to create media messages that promote positive social norms and values.

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