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Mass Media
An agent of socialization that has a profound impact on both children and adults is the mass media, composed of large-scale organizations that use print or electronic means (such as radio, television, film, and the Internet) to communicate with large numbers’ of people. The media function as socializing agents in several ways: (1) they inform us about events; (2) they introduce us to a wide variety of people; (3) they provide an array of viewpoints on current issues; (4) they make us aware of products and services that, if we purchase them, will supposedly help us to be accepted by others; and (5) they entertain us I!y providing the opportunity to live vicariously (through other people’s experiences),

Although most of us take for granted that the media play an important part in contemporary socialization, we frequently underestimate the enormous influence this agent of socialization may have on children’s attitudes and behavior.

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