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These agents are limited to people who immediately surround a person such as friends and family—but other agents, such as social media and the educational system have a big influence on people as well. [2] The media is an influential agent of socialization because it can provide vast amounts of knowledge about different cultures and society.
Social media is a large contributor to the change from mass media to a new paradigm because through social media what is mass communication and what is interpersonal communication is confused. [39] Interpersonal/niche communication is an exchange of information and information in a specific genre.
State governments can control mass media to "inform, misinform, or misinform the press and thus the public '', a strategy referred to as propaganda. The ability to control agents of socialization, such as the media, brings control to the state to serve a political, economic, or personal agenda that benefits the state. [23]
The use and importance of social media in communications and public relations has grown drastically over the years and is now a staple in advertisements to mass audiences. For many newer companies and businesses geared towards young people, social media is a tool for advertising purposes and for growing brands.
George Moschis and Gilbert A. Churchill Jr posit that mass media, parents, school and peers are all agents of consumer socialization. According to this theory children and young adults learn the rational aspects of consumption from their parents while the mass media teaches them to give social meaning to products; schools teach the importance of economic wisdom and finally peers exercise ...
Agents of socialization are thus people, organizations, or institutions that have an impact on how people perceive themselves, behave, or have other orientations. In contemporary democratic government, political parties are the main forces behind political socialization. [61] Socialization enhances business, trade, and foreign investment globally.
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For example, Bandura's (2009) social cognitive theory postulates that media depictions of rewarded behavior and attractive media characters enhance the likelihood of media effects. [ 68 ] Structural properties: Besides modality and content, structural properties such as special effects, pace, and visual surprises also play important roles in ...