Perhaps before one can ever assume what effects the media has on society, the question whether or not media in fact does have effects on society must be asked. In other words, "does media exposure generate various outcomes on persons who consume the material?" (Preiss, 31). Furthermore, does the media have the power of persuasion? Persuasion includes a change of 1) attitude and 2) behaviour that 3) persists over time (Sparks, 127). Interestingly, "there is no longer discussion...about whether the media have effect or not" (Perse, 1). Rather, "the overwhelming answer" is yes -- the media in fact does have influence/effects on society (Preiss, 31). Now, today, it is almost a given "presumption that the media and their content have significant and substantial effects" (Perse, 3). Oddly enough, this presumption is extremely important to the media itself because "media companies derive profit by promising that they are effective vehicles for advertisements or product placements, messages deigned to persuade consumers to purchase" (Perse, 4). Numerous studies and analyses support the assumption that the media does have an effect on its audience. In this section, many of these will be explored in order to come to some understanding as to what effects the media has on society and to what extent they do as well. First history of media's perceived effects will be presented for an understanding of today's modern-day view. Upon bring the present into context, some current theories and concepts on media effects will be explained.
The following is an excellent video that introduces some of the key ways the media influences society. Take a look:
The following is an excellent video that introduces some of the key ways the media influences society. Take a look:
Video courtesy of YouTube