A correct definition labeled them as means of mass diffusion through which it is possible to spread a message, according to the characteristics of the vehicle, to a plurality of recipients, without the necessary interaction between the two poles. The main means of mass communication are represented by the press, television, telephone, mobile phone and in recent years by the Internet and tools that use digital communication applications, such as smartphones, tablets, blogs, social websites, web TV.It is undeniable that the entire world population spends most of its time in contact with the mass media and could hardly do without it. These means, by their very communication structure, influence the culture and the perception of reality, proposing models and lifestyles that rely on social desirability.
Friend or foe
With this in mind, consider the key role they play in advertising. However, advertising promotion and general news through the media has also introduced a series of needs that go beyond basic necessities, and there is no denying that factors such as behavior, attitudes and beliefs are influenced by the media and the channels through which these messages are conveyed. To understand the effectiveness of advertising messages it is necessary to keep in mind the fundamental role played by emotions. Emotions play a crucial role in the way the mind works. On their basis attention is focused, what is remembered is determined, the beliefs and motivations that lead the person to act are formed.
Television seems to have the capacity to propose models that are imitated for three main reasons. First, it provides detailed information about a particular behavior and the results to which it can lead. Secondly, it leads us to believe that the advantages that the person, model obtains by assuming certain behaviors can be obtained by anyone acting in this way and then suggests that certain behaviors are legitimate.A famous theory asserts that people underestimate the effect that mass media have on them and at the same time overestimate the effect they have on others. This phenomenon takes the name of third person effect and seems to depend on the need to perceive one’s actions as free from any form of control in order to increase one’s self esteem.
It has also been found that the mass media also influence imaginative activity. While they promote daydreams providing the person with an informational support that can be used for this purpose, they also inhibit the creative imaginationthat is the ability to generate new and original ideas.A further attention must be given to the very famous subliminal messages, defined as words or images that not consciously perceived influence the judgment, attitudes and beliefs of people at the unconscious level.