ERIC Number: ED033569
Record Type: RIE
Publication Date: 1966-Nov
Reference Count: N/A
Effects of the Mass Media of Communication.
The mass media are considered to be television, radio, movies, and newspapers. They may generate changes in cognition and comprehension. They do effect emotional arousal, sex and behavior identification, and changes in allocation of time, consumer purchase, and voting behavior. The only data which show a clear relationship between the mass media and aggressive behavior occur when the testing situation is designed to give the impression that aggression is permissible; research suggests that filmed violence must be accompanied by a complex set of personal and social circumstances in order to produce aggression. There is some evidence that mass media influence interests and interest-related behavior, public taste, outlook and values, and passivity; but more research is needed. Television seems to intensify pre-existing family relationships rather than change them. The opinions of the mass audience do not seem to be formed by the media. Rather, the interested segment of the audience receives information from the media and then serves in the role of interpersonal communicator, so influencing the remainder of the community. The document is a survey of literature on the effects of the mass media on communications. (MM)
Descriptors: Aggression, Behavior Change, Communications, Comparative Analysis, Consumer Economics, Information Theory, Leadership Qualities, Mass Media, Middle Class Standards, News Media, Newspapers, Political Attitudes, Political Influences, Programing (Broadcast), Purchasing, Radio, Social Values, Television, Television Commercials, Television Surveys, Values, Violence, Voting
Clearinghouse for Federal Scientific and Technical Information, Springfield, Va. 22151 (AD-643 167, MF $.65, HC $3.00)
Publication Type: N/A
Education Level: N/A
Sponsor: Office of Naval Research, Washington, DC.
Authoring Institution: City Univ. of New York, NY. Hunter Coll.