CRITICALLY ASSESS THE WAYS IN WHICH THE MEDIA CAN BE SAID TO INFLUENCE OR HAVE EFFECTS ON SOCIETY. The Mass Media is a unique feature of modern society; its development has accompanied an increase in the magnitude and complexity of societal actions and engagements, rapid social change, technological innovation, rising personal income and standard of life and the decline of some traditional forms of control and authority. There is an association between the development of mass media and social change, although the degree and direction of this association is still debated upon even after years of study into...
is not the view that I personally would concur with. In my opinion the mass media is an incredible tool of persuasion and could influence somebody undoubtedly. Mass media audiences are arguably on the whole not passive, and so the amount of influence that is exerted upon the recipient depends entirely on the individual. As most pieces of media output are "polysemic" in nature, meaning that it is capable of having different meanings and readings from person to person O'Sullivan, Dutton, Rayner: 1998:327, the way in which, or by how much, an individual is influenced is entirely through choice.