The current globalization has impacted immensely on mass media technology. This forms the basic foundation for social communication networks. Mass media has immensely influenced global trends, with significant impacts noticed on individuals and the general society (Krahé, Möller, Huesmann, Kirwil, Felber, & Berger, 2011). Ideally, mass media simply stands for the different ways of communication. Sociologists and behaviorists have stressed the basic influence of the media on social lives, emotional cognition, attitudes, and behaviors. Mass media also influence people through radios, televisions, and other sophisticated communication means. Thus, it remains critical in the global society as a part of great influence on the people’s cognitions, attitudes, and behaviors in general. It involves a variety of communication channels that have presently undergone considerable transformations and developments, including the TV, radio as well as other intricate communication approaches.
In the light of massive sociological as well as technological transformations, it is obvious the role that mass media plays in the development of individual and community behavioral and cognition patterns (Kilpeläinen, Päykkönen & Sankala, 2011). For instance, identification with a particular character due to frequent encounters in the media like the television usually leads to a consequent transformation in behavior or character and attitude. Moreover, the mass media has usually been used to host various advertisements, educative forums, as well as awareness creation. This results in a great enhancement of cognition amongst the general population or society. This usually leads to the “role model effect.” Individuals can as well adopt certain behavioral patterns of their role models in the media to achieve a sense of gratification. This, in turn, leads to behavioral and change of attitude.
References
Kilpeläinen, A., Päykkönen, K., & Sankala, J. (2011). The use of social media to improve social work education in remote areas. Journal of Technology In Human Services, Vol. 29(1), 1-12.
Krahé, B., Möller, I., Huesmann, L., Kirwil, L., Felber, J., & Berger, A. (2011). Desensitization to media violence: links with habitual media violence exposure, aggressive cognitions, and aggressive behavior. Journal of Personality And Social Psychology, vol. 100(4), 630-646.