Mass media according to Dong are the means in which impersonal communications are delivered and directed to a vast audience through print or broadcast media (7). Socialization is the process in which an individual learns how to participate in groups or behave in life or a society (Dong 13). Mass media as a socialization agent plays a significant role in socialization. Television as a mass media is not interactive but when watching it creates a feeling of interaction. By watching the television, the children satisfy their social needs but does not provide the skills for socialization. According to Dong, children learn new things through watching of television such as the ways of the society and the world, institutions of the society, the languages that goes with different settings and roles which helps in socialization (17). Similarly, Dong indicated that movies full of violence and vulgar language also affects the way a child or an adult socializes. Some children tend to take the super heroes roles from copying their favourite actors and bully their peers (20)
Mass media can also shape the political views of the media consumers in different ways. According to Perloff, mass media lay the foundation of public’s political beliefs and also shapes the public opinion (61). Moreover, television ads about politics motivate the media viewers or consumers t volunteer, vote and give money (Perloff 44). Perloff elaborated that the mass media frames the political stories that viewers consume and shape their political views (71). News or stories are framed and portrayed in a specific manner to sway the attitude of the consumers or persuade them to vote for a specific candidate. It communicates the political ideas that are desirable to the public in addition to setting to the news agenda which shapes the views of the media consumers on what is important and newsworthy. Similarly, mass media can increase the coverage of a scandal as well as sensationalist media coverage motivated by profit for the media consumers to hold distrustful and negative views of the present government (Perloff 52).
Perloff, Richard M. The Dynamics of Political Communication: Media and Politics in a Digital Age. , 2014. Print.
Dong, Qingwen. Mass Media Socialization Research. San Diego, Calif: Univ. Readers, 2013. Print.