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'The media simply reflect and reinforce existing social values, they cannot change society.'
Member rating: No Rating | Words: | Submitted: Thu Oct 23 2003
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'The media simply reflect and reinforce existing social values, they cannot change society.' There is a notion held by many people that the media has the power to affect our beliefs, attitudes, values and behaviours either directly or indirectly. Many sociologists believe that the media could be extremely powerful and influential because of their technology, economics, and because of the sheer scale of operations. There has been a tremendous amount of research done into the possible short and long term effects of the media on society but very little has been proved either way. Early research often stressed the construction of the audience and made assumptions about the impact on the public. This includes the hypodermic effect theory, also known as the behaviourist approach, which sees the mass media as not just an influence on society but as being able to directly affect us with a metaphorical, powerful syringe full of messages...
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