INFLUENCE OF MEDIA OVER PEOPLES OPINION
INFLUENCE OF MEDIA OVER PEOPLES OPINION- INTRODUCTION :- Media has the capability of shaping the ideas and beliefs of the receptive brains of adolescents. Media has the power to influence individual beliefs, attitudes, and behaviors. Thus, social norms that influence and encourage gender violence have been targeted by policy interventions using mass media communication. Prior research suggests that media influences through two effects: the individual or direct effect (private) or the social or indirect effect (public). In the individual effect, media information about new norms may persuade individuals to accept them. In the social effect, the information creates common knowledge of a norm and enhances social coordination as individuals more readily accept the information if they believe others have also accepted it. This study examined whether media’s social mechanism has a stronger impact than its individual mechanism on changing violent attitudes a gainst women. POSITIVE EFFECTS :-...