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Saturday

Socializing agent


An average American high school graduate spent more time in front of the TV than in the classroom!

The mass media is a powerful socializing agent. For sociologists significance of the media is not limited to the content of media messages. Media affect how we learn about our world and interact with one another. Media literally mediate our relationship with social institutions. We base most of our knowledge on government news accounts, not experience. We are dependent on the media for what we know and how we relate to the world of politics because of the media-politics connection. We read or watch political debates followed by instant analysis and commentary by "experts." Politicians rely on media to communicate their message. Similar dynamics are present in other mediated events such as televised sports and televangelism. Media is part of our routine relations with family and friends. They define our interaction with other people on a daily basis as a diversion, sources of conflict, or a unifying force.

Media have an impact on society not only through the content of the message but also through the process.

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