Mass media 2
MASS MEDIA AND ITS INFLUENCE ON SOCIETY
In the current world, mass media is a major influence on the society. The influence has
been growing over time, and the rapid proliferation of the smartphones and the internet has led to
major impacts of mass media due to increased scope of coverage. The mass media has continuously
spread its influence to the lives of many people and affected their thinking and decision making.
Social cognitive theory (SCT) can be used to explain the impact of mass media in the society. The
theory states that a person's knowledge acquisition is directly related to observing other people
within the individual’s context of their experiences and interactions and the influence of the media
(Bandura, 2004 pp.76). The paper below explains the social cognitive theory and how it is applied
by the mass media in communication vehicles to influence how the social systems work to bring
about socio-political change in the society.
These mediums of communication use vehicles to spread information, and this has greatly
influenced the society. It is evident in the use of Hip-hop as a vehicle used by radio which is the
medium to influence the society. It is also evident in the use of Facebook as a vehicle by the
internet which is the medium of communication to influence change. This is evident in the Arab
Spring revolution that was experienced between December 2010 and October 2011 in the some of
the Maghreb countries (Zepic et al., 2016, pp.240). The impact of mass media as an influence on
the society is also evident in the Women’s Magazine a vehicle used by print media which is the
medium to influence self-perception among the teenagers and youthful members of the society and
mainly among the women. Lastly, the series of movies Fast and Furious as a vehicle is used by
television which is the medium to spread media related violence mainly among the children and
teenagers and therefore promoting violence in the society.
The Impact of Hip hop as Vehicle by Radio as the Medium to the Society
Through the use of social cognitive theory, hip hop music has become the most influential
music genre today. According to Richard R. Reese, Hip hop is the fastest growing genre of music.
Which means in music today, hip hop has the most influence over our generation. Hip hop affects
our slang, the way we dress, and even our attitudes at times. Hip hop not only affects our everyday
attire and slang, but it also affects our political views and can cause a sense of comradery among
our generation (Robertson, 2014, pp.31). Hip hop has the most influence over our entire generation
which has not only affected us positively but also negatively as well.
As stated by Everett G. Price III," The greatest impact of hip-hop culture is perhaps its
ability to bring people of all different beliefs, cultures, races, and ethnicities together as a medium
for young, and now middle-aged, people to express themselves in a self-determined manner, both
individually and collectively." In which through personal experience I found was true. In my first
semester of college my art appreciation teacher, who was a hip hop fanatic came up with a bright
idea to make us rap about our favorite sculpture and perform it in class for a major test grade. After
everybody presented, we had a very great moment of laughter and even despair, depending on
what sculpture they wrote about. After this project, I felt closer to every student on a more personal
level. The language of Old School hip hop was based of words used in blues such as hot, swing,
hip, cool, chill, etc. But in today's hip hop the slang is much different. Most slang words that are
used are very derogative or very much gang affiliated. Words such as thot, big, bird, etc. are words
that are used commonly in hip-hop to negatively address women mainly as objects and pieces of
meat other than actual women (Neate, 2014, pp.4). And words such as coolin, boolin, slaughter,