Media influence or media effects are terms used in media studies, psychology, communication theory and sociology to refer to the theories about the ways the mass media affect how we think and behave. The consequences and ramifications of the mass media relate not merely to the way newsworthy events are perceived (and which are reported at all), but also to a multitude of cultural influences that operate through media. It is throgh the persuasivness of media such as television, radio and print media that messages reach their target audiences. This is a distinguishing feature of traditional media (old media) which social media (new media) has challenged by altering the participation habits of the public
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