Not all effects result in change some media messages reinforce an existing belief. These effects can be positive or negative, abrupt or gradual, short-term or long-lasting. ![]() Whether a media message has an effect on any of its audience members is contingent on many factors, including audience demographics and psychological characteristics. ![]() Media influence is the actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs. Mass media's role in shaping modern culture is a central issue for the study of culture. Through written, televised, or spoken channels, mass media reach large audiences. In media studies, mass communication, media psychology, communication theory, and sociology, media influence and the media effect are topics relating to mass media and media culture's effects on individuals' or audiences' thoughts, attitudes, and behaviors.
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