The Influence of Mass Media on Adolescent Behavior and Role Models: A Shift from Heroes to Celebrities

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Runninghead: Effects of mass media messages on society.1Effects of mass media messages on societyName:Professor:University attached:Date:How has the evolution of mass media, from traditional forms like television and print to digitaland electronic media, influenced the societal perception of role models and the behaviorsadolescents emulate? In your response, discuss both the positive and negative impacts of massmedia on the development of social attitudes and behaviors, referencing technologicaladvancements, advertising strategies, and the shift from traditional heroes to celebrities. Providespecific examples where possible. Your response should be between 1000-1200 words.

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Effects of mass media messages on society.2When a person is born, he or she is the greatest accomplishment in his or herparents’lives.The parents will nurse, comfort, encourage, and teach him orher right from wrong in thehopes of providing their child with the tools to build a tower with which to reach greater heightsthan they ever did. There was a time when due to the nurturing provided and examples set, thechildconsideredhis or her parents to beheroes (Parker, 1993)and woulduse them toacquireattitudes,values, and patterns of conduct thus,viewing them as role models (Anderson, Huston,Schmitt, Linebarger,&Wright,2001). Sometime during the late 1950’s, a transition from the“hero” in popular culture toa fixation on “celebrities” occurred, replacingthe role of traditionalheroes as role models for behaviorwith that of celebrities (Parker, 1993).Mass Mediaunethically affects the influence of celebrities as role models because technological innovationshave occurred throughout history which has rapidly increased during the modern age. Newtechnologies are constantly being developed to co-exist with the old before eventuallysupplanting them which allows the influence of digital technology on electronic and digitalmedia to corrupt the moral fibers of society.No matter what major network the television is broadcastingor printed media source(Vivian, 2011),lines the coffee table, there is someportion of content that promotesthecelebritylifestyle; whether it be how largeof a house he or she may live in, how fancy ofa car he or shemay drive, or brand of expensive clothinghe or she may wear.According toBuford(2009),intoday’s society, there is (especially in the black community) a disproportionately high rate ofjoblessness and incarceration which allows forvery few direct role models.The mass medianeglects to publicizethe survivingmore traditional professionals but instead chooses to focus onpromoting celebrities as role modelsleaving adolescents (male and female) to indirectly (Buford,2009), gauge social attitudes and behaviors fromobservational learning ormodeling (Anderson,

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