Mass Media

Mass Media refers to the diverse range of communication channels—including television, radio, newspapers, and digital platforms—that reach large audiences simultaneously. Mass media plays a crucial role in disseminating information, shaping public opinion, and reinforcing cultural norms. It is a key agent of socialization, influencing values, attitudes, and behaviors by providing a shared set of narratives and images. Sociologists analyze mass media to understand its impact on power dynamics, particularly how media ownership, gatekeeping, and representation affect the portrayal of social groups and issues. Theories like the Hypodermic Needle Model and Agenda-Setting help explain the power mass media has in influencing public perception and maintaining social order. However, mass media can also serve as a tool for resistance, giving voice to marginalized communities and fostering social change.