What are some mass media effects and their impact on society?

            The mass media is everywhere and it is noticeable that many of its different parts influence society.  The effects the media has on society can be powerful, minimal, or cumulative; the effects can also lead to both positive and negative actions.  There are three different theories in which argue to what extent the media impacts society.  The first theory, the powerful effects theory, argues that the media has a direct influence on what we do.  Walter Lippmann claims that we see the world as “pictures in our heads” and those pictures are shaped by the content in the mass media.  The second theory, the minimal effects theory, argues that the effects of the media are mostly indirect, and that our actions are usually based off the influences an opinion leader, or a person we personally know and respect.  This theory claims that personal contact is more important than media contact and that people are more likely to respect the beliefs of their family and friends than what the media tells them.  The third theory, the cumulative effects theory, argues that the media does not have an immediate effect on society; however, the effect is gradual and overtime it becomes more noticeable among people.  Because of the constant redundancy of many commercials and ideas that the media publicizes, people become more aware and attracted to certain programs, products, and points of view.  These theories provide good reasons and many people can relate to one of the three categories.