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Research Student

In: Social Issues

Submitted By viceb
Words 13047
Pages 53
MASS MEDIA EFFECTS

In partial fulfillment of the requirements of
Theories of Communication (LAC 701)

A paper prepared by Group Four

John Fasisi (91817)
Kalim Gazal (136615)
Moyofade Ipadeola (95580)
Nwachukwu Egbunike (147181)
Oluwaseun Oti (168137)
Seyi Bodunde (168139)
Victor Eze (167521)

And submitted to:
Professor F. A. Adesanoye

Department of Communication and Language Arts
Faculty of Arts
University of Ibadan

November 27, 2012

ABSTRACT

This literature-driven study examined mass media effects. The work peered into the history of the ‘powerful media’. An in-depth review of relevant theories of mass media effects was analyzed. Findings pointed towards both positive and negative impacts of mass media. However, there was no empirical evidence to substantiate a direct cause and effect relationship of mass media messages with the actions of the consumer of the information. Consequently we can only assert that the mass media impacts on society but does not necessarily have an effect since other factors also influence people other than information consumed from the media. As such, this study asserts that the mass media influences public opinion but does not necessarily cause it.

Key words: powerful media, mass media effects, theories of mass media effects, impact of media messages

INTRODUCTION

The mass media involve organisations that are responsible for the dissemination of information to a large number of people. Basically, the mass media are categorised into print and electronic media. The print media include magazine, newspapers and books while the electronic media are television, radio, internet, videos or films etc. The instruments of both the print and electronic media are being used by the mass media to create and promote multitude of ideas that positively affect the lives of people and the society. That is to say,...

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