CHAPTER 11
“Mass Media Effects”
CHAPTER 11: Mass Media Effects
The influence of mass media has increased drastically over the years, and it will continue to
improve as technology advances. Chapter 11 focuses on several mass media effects, including
lifestyle effects, attitude effects, behavioral effects, and cultural effects. For instance, the media
influences us when we make a decision about whether to visit Starbucks or McDonald’s for
coffee.
For this assignment, students will choose one of the effects and type a one-page response paper
and create a PowerPoint or video that will be shared with peers during a live Teams session.
Please adhere to the due dates in Moodle on the paper and visual.
Attitude Effects
Overview: Mass messages bring information and opinions to large numbers of people, in effect
setting an agenda and conferring status on issues. What is missed by the media generally doesn’t
get on the public radar. But what are the effects of media content on attitudes and opinions?
Scholars know a lot about the effect of stereotypes, which, when repeated, can have a
compounding effect. Also, there is a copycat factor, at least for superficial issues like fashion and
style. Which celebrity haircut will be the rage tomorrow? On more significant issues, shifts in
attitudes and opinions generally are gradual.
Question:
Think of a media story/product that has been generated to thousands, even
millions. Cite two ways how this particular media story/product affected attitudes and
opinions. What was the end result?
