Theory is a general principles that explains facts or idea that is the starting point for argument or investigation.
Taking a look at the effect theories of mass communication, i would consider how people are being influenced by the media.
The media is the inter-mediator that carries information, news and other activities from a source to a larger number of audience which are unseen and identified. The media should then spread out good and quality information to its responsible audience. This is because,the content of the programme can affect ones behavior.
Assuming what it entails talk about educative things, this would totally change the behavior and the thinking of the masses. They would end up knowing much through the media. For example, if they educate its audience about the importance and purpose of resarch and reading, this would enlighten the thinking thougtsof its audience.
For the aspects where it talks or shows certain materials which are not accepted in our locality like pornographic materials, it also affects our behavior. Especially, the youth would be exposed to it and begin to practice it. In as much as it affects the youth,it can be a benefit to the older ones(married couples). Therefore, the time in which it is being viewed can be changed to late in the evening where most people are asleep and the older ones have closed from work glancing through the various channels.
The media can have effects on us psychologically and emotionally. It also changes our perceptions. For example, it can educate us on love, and we can show this by showing love and care to one another, example, families.
It has affected us directly through our thinking and behavior, and indirectly when our friends adapt our characters we portray with the help of the media.
In a nutshell, the media should not be looked at only its negative sides but as well as the positive sides like the spread of information, educative programmes and the entertaining aspects.
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