The Influence of Mass Media on Youth Culture

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The Influence of Mass Media on Youth Culture 1 . . . Introduction What is the mass media? The dictionary tells us that it is: "those means of communication that reach and influence large numbers of people." (Collins Pocket English Dictionary, 1981 edition) To many people, however, it is something much more sinister - a monster that seeks to manipulate and control public opinion. A flotilla of highly entertaining novels and films draw upon the idea of a tyrannical government secretly controlling zombie-like citizens, using the mass media as its weapon. Ironically, these conspiracy novels and films themselves are simply another aspect of the media. But perhaps - especially now, when we are more exposed to forms of mass media than any other previous generation - the seeming fantasies are not as fantastic as we might think. Certainly times have changed significantly since George Orwell first wrote his chilling novel, 1984. For example, Hitler's government proved that it was possible to persuade an entire nation to ignore - or even to condone - horrific acts of inhuman cruelty on a huge scale. This could be done only because of the recent expansion of the mass media to include radio, film and television, meaning that there were now more potential ways of influencing the general public. And making the most of this in numerous propaganda campaigns, it proved frighteningly easy to control what was considered to be a sophisticated and intelligent population. 2 . . . Hypothesis The question I have been posed asks: "Does the mass media influence youth culture?" Through a series of questionnaires, surveys, an... ... middle of paper ... ...t quote is the one below - on which I think it is appropriate to conclude this investigation - which reminds us once again of the vast amount of power the mass-media possesses, and the way it can influence ordinary people, especially youths, and affect normal lives. "Not too long ago a young boy in the United States was killed for his famous-name tennis shoes; tennis shoes that his mother had scrubbed floors to pay for. Manufacturers of less prestigious tennis shoes cost a fraction of the $100+ that she paid for her son's tennis shoes, and would have probably been about as good. But in her son's mind he had to have this particular (widely advertised) brand of tennis shoes because of status attached to them - status that in the minds of other boys was important enough to kill for." (www.cybercollege.com, 2004)

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