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

A research-based assignment examining mass media�s impact on adolescent behavior and its shift from traditional heroes to celebrity culture.

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

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    Effects of mass media messages on society. 2 When a person is born, he or she is the greatest accomplishment in his or her parents’ lives. The parents will nurse, co mfort, encourage, and teach him or her right from wrong in the hopes of providing their child with the tools to build a tower with which to reach greater heights than they ever did. There was a time when due to the nurturing provided and examples set, the child considered his or her parents to be heroes (Parker, 1993 ) and would use them to acquire attitudes, values, and patterns of conduct thu s , 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 to a fixation on “celebrities” occurred , replacing the role of traditional heroes as role models for behavior with that of celebrities (Parker, 1993 ) . Mass Media unethically affects the influence of celebrities as role models because technological innovations have occurred throughout history which has rapidly increased during the modern age. New technologies are constantly being developed to co - exist with the old before eventually supplanting them which allows the influence of digital technology on electronic and digital media to corrupt the moral fibers of society. No matter what major ne twork the television is broadcasting or printed media source (Vivian, 2011) , lines the coffee table, there is some portion of content that promotes the celebrity lifestyle ; whether it be how large of a house he or she may live in, how fancy of a car he or she may drive, or brand of expensive clothing he or she may wear . According to Bufo rd ( 2009), in today’s society, there is (especially in the black community) a disproportionately high rate of joblessness and inca rceration which all ows for very few di rect role models . The mass media neglects to publicize the surviving more traditional professionals but instead chooses to focus on promoting celebrities as role models leaving adolescents (male and female) to indirec tly (Buford, 2009), gauge soci al attitudes and behaviors from observational learning or modeling (Anderson,

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