From my view, I believe that mass media influences the Americans in general to the extreme where it can shape their own values. Thinking about it, Americans feed off of media in a daily lifestyle. For example, we use the radio, internet, and television in everyday routine. Books and newspapers have been the number one contribution to mads media and having opportunity to live in the 21st century we have a wide range of connections to mass media. Now how can mass media shape our American values? the fact that it is naturally involved within our life routines, the material and content that is used within mass media can be persuasive. Such as "manipulation and the packaged consciousness" that Herbert I. Schiller goes through. Mass media comes in different forms in which us as an audience may sometimes not notice we are being manipulated. Take the clothing lines people purchase or music we choose to buy. Mass media connects with their audience (Americans) while trying to cater to their needs. Schiller briefly explains about manipulation "it is essential, therefore, that people who are manipulated believe in the neutrality of their key social institutions," (page 6). basically Mass media influences Americans that we "need" certain things in order to live a "normal" American life. We need the latest technology, and news to feel that we are a part if what's going on.
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