Media’s Influential Impact

Ronald J Pawley
2 min readFeb 2, 2021



February 2, 2021

Society is an enormous group of people influencing, persuading, requesting, demanding, manipulating each other to further their ends. However, persuasion makes society work smoothly.

Obviously, the MEDIA has a convincing role in employing people’s opinions on world events, political attitudes, commercials, to name a few.

The appealing technique can be done seamlessly through the newspaper, press, television, radio, books, the internet and social networks. Conceivably, social networking, the internet and TV are the most powerful.

By generating a “convincing” or appealing message to the viewer, the media can actually maneuver attitudes and opinions. The mass media often reshapes people’s opinion toward a political agenda.

People organize their thoughts by sorting through a maze of information and simplify it into what might be more comfortable to deal with.

These thoughts, often schemes, are responsible for defining the worldwide view and have a significant influence on social cognition of understanding and emotion control.

One of the most important schemes used to reorient social or political thinking is stereotyping — representing the opinions of specific groups about other groups.

These scheme present incomplete and often false images of the reality of the subject matter. Character assassination is an effective tool to diminish an opponent in the political arena, according to Pawley.

It’s about rearranging the facts and changing the face of truth in a quest to bring a point across.

The social media like Twitter, Face Book, etc., has become an important forum in forming public opinion. Political parties have used social media in innovative ways to focus on conversation rather than credible content.

Understanding the influence of social networks have both a positive and negative impact to drive significance on its viewers.

Mass communication is no doubt reshaping attitudes and opinions across America and the world. Issues that span a broad range of areas including political, advertising, commercials are all questions of persuasion which can become a radical departure from factual content.

Folks should take an inventory of the facts by understanding the new social and technical context of influence and the power of persuasion.



Ronald J Pawley

A retired chief officer of Kodak Park Fire Department which was one of largest chemical fire organizations (1980's) at that time.