Mass media, according to, Lazarsfeld and Merton, reinforce
(A) Public image
(B) Religious participation
(C) Social norms
(D) Economic ideas
Correct Ans: (C)
Explanation:
Lazarsfeld and Merton emphasized that mass media reinforce social norms rather than change them. They believed media strengthen existing attitudes by repeatedly exposing audiences to specific messages. As a result, people align their beliefs with dominant cultural values.
Moreover, mass media play a crucial role in maintaining social stability. By presenting widely accepted behaviors, they shape public perception of morality, traditions, and social roles. News, films, and advertisements continuously reinforce what society deems acceptable. This process encourages conformity and discourages deviant behavior.
Additionally, mass media create a shared sense of identity. They present specific viewpoints as common knowledge, making them appear natural. This repetition helps individuals adopt and internalize social expectations. For instance, television shows often portray traditional family roles, reinforcing gender norms in society.
Furthermore, media influence goes beyond entertainment. Advertisements, news reports, and even social media posts shape public attitudes toward issues like education, politics, and health. The more people encounter certain viewpoints, the more likely they are to accept them as truth.
Thus, Lazarsfeld and Merton argued that mass media do not act as radical change agents. Instead, they function as stabilizing forces that reinforce social norms, ensuring that societies maintain their values over time.
