<P> In media studies, media psychology, communication theory and sociology, media influence and media effects are topics relating to mass media and media culture effects on individual or audience thought, attitudes and behavior . </P> <P> Media influence is the actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs . Media effects are measurable effects that result from media influence, or a media message . Whether that media message has an effect on any of its audience members is contingent on many factors, including audience demographics and psychological characteristics . These effects can be positive or negative, abrupt or gradual, short - term or long - lasting . Not all effects result in change: some media messages reinforce an existing belief . Researchers examine an audience after media exposure for changes in cognition, belief systems, and attitudes, as well as emotional, physiological and behavioral effects . </P>

Influence of mass media on value and attitude