Early scholars once argued that media messages had strong and powerful impacts on society; this is considered the bullet theory. Scholars believed that, “The mass media were so powerful that ideas and even ballot-box instructions could be inserted as if by hypodermic needle into the body politic” (Vivian, The Media of Mass Comm.). Although early scholars once believed this idea, it was soon found that the bullet theory was, “Simplistic and vastly overstated the effects of mass communication” (Vivian, The Media of Mass Comm.).
This is not to say that mass communication does not have an effect on society. In fact, mass communication is said to have long-term effects. These effects include lifestyle, attitude, cultural and behavioral effects. In regards to lifestyle, mass media has the ability to introduce children to societal activities, whether good or bad. Mass media spreads information, opinions and ideas to millions of people. John Vivian, author of The Media of Mass Communication, writes, “Scholars know a lot about the effect of stereotypes, which, when repeated, can have a compounding effect” (Vivian, The Media of Mass Comm.). Cultural effects in the media include portraying dominant society values. Lastly, it is said that mass communication persuades and influences the behavior of individuals. Vivian writes, “Advertising research has found ways to tap into consumer psyches, sometimes with tactics so subtle as to be unrecognized for what they are” (Vivian, The Media of Mass Comm.).
Whether good or bad, scholars often debate the effects of media messages on the public. Although effects are limited in the short-term, long-term effects have the ability to influence those who are exposed to these messages.
Vivian, John. The Media of Mass Communication . 9. ed. Boston, Ma: Pearson/Allyn and Bacon, 2009. Print.
-Patrick Morgan
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