Impact of mass media on cultural field in point
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In media studies, media psychology, communication theory and sociology, media influence and media effects are topics relating to mass media and media culture effects on individual or audience thought, attitudes and behavior.
The influence of mass media has an effect on many aspects of the human life. This can include: voting a certain way, individual views and beliefs, or even false information that can skew a person's knowledge of a specific topic. Media is an ever-changing field and is being critiqued now more than ever by the general public. The overall influence of mass media has increased drastically over the years, and will continue to do so as the media itself improves.[1] Media influence is the actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs. Media effects are measurable effects that result from media influence or a media message. Whether that media message has an effect on any of its audience members is contingent on many factors, including audience demographics and psychological characteristics. These effects can be positive or negative, abrupt or gradual, short-term or long-lasting. Not all effects result in change: some media messages reinforce an existing belief. Researchers examine an audience after media exposure for changes in cognition, belief systems, and attitudes, as well as emotional, physiological and behavioral effects.[2]
There are several scholarly definitions of media. Bryant and Zillmann defined media effects as "the social, cultural, and psychological impact of communicating via the mass media".[3] Perse stated that media effects researchers study "how to control, enhance, or mitigate the impact of the mass media on individuals and society".[4] Lang stated media effects researchers study "what types of content, in what type of medium, affect which people, in what situations".[5