Model Answer
0 min readIntroduction
Adolescence, spanning roughly from ages 10-19, is a critical period of transition characterized by significant physical, cognitive, and socio-emotional changes. This phase is marked by heightened sensitivity to peer influence, identity exploration, and the development of abstract thinking. Simultaneously, adolescents are increasingly exposed to mass media – including television, social media, films, and advertising – which acts as a powerful socializing agent. The pervasive nature of mass media, coupled with the psychological vulnerabilities of adolescence, makes this a crucial area of study in understanding behavioural development. This answer will explore the multifaceted role of mass media in shaping adolescent behaviour, highlighting both its constructive and detrimental effects.
Mechanisms of Media Influence
Mass media influences adolescent behaviour through several key psychological mechanisms:
Social Learning Theory & Modeling
Albert Bandura’s Social Learning Theory posits that individuals learn by observing others. Adolescents often model their behaviour after characters portrayed in media, particularly those they perceive as attractive, powerful, or successful. This can lead to the adoption of both positive (e.g., pro-social behaviour demonstrated by role models) and negative behaviours (e.g., aggression, risky sexual behaviour).
Cultivation Theory
Cultivation Theory, developed by George Gerbner, suggests that prolonged exposure to media content gradually shapes an individual’s perception of reality. For example, heavy viewers of violent media may overestimate the prevalence of violence in the real world, leading to increased fear and aggression.
Uses and Gratifications Theory
This theory emphasizes the active role of the audience in selecting media content to satisfy their needs and desires. Adolescents may use media for entertainment, social interaction, information seeking, or identity exploration. This selective exposure can reinforce existing beliefs and behaviours.
Specific Impacts on Adolescent Behaviour
- Body Image & Self-Esteem: Media often presents unrealistic beauty standards, leading to body dissatisfaction, low self-esteem, and eating disorders among adolescents, particularly girls. The proliferation of filtered images on social media exacerbates this issue.
- Prosocial Behaviour: Media can promote prosocial behaviours like empathy, altruism, and civic engagement through positive role models and storylines. Educational programs and public service announcements can effectively influence attitudes and behaviours.
- Aggression & Violence: Exposure to violent media has been linked to increased aggression, desensitization to violence, and a greater acceptance of violent solutions to conflict. However, the relationship is complex and influenced by individual factors and contextual variables.
- Risk-Taking Behaviour: Media portrayals of risky behaviours (e.g., substance abuse, reckless driving) can normalize these behaviours and increase the likelihood of adolescents engaging in them.
- Consumerism & Materialism: Advertising heavily targets adolescents, promoting consumerism and materialistic values. This can lead to financial strain, dissatisfaction, and a focus on external validation.
The Role of Social Media
Social media platforms like Instagram, TikTok, and Snapchat have become particularly influential in shaping adolescent behaviour. These platforms offer opportunities for social connection, self-expression, and identity formation, but also present risks such as cyberbullying, social comparison, and addiction. The algorithmic curation of content can create echo chambers and reinforce existing biases.
| Media Type | Potential Impact | Example |
|---|---|---|
| Television | Cultivation of beliefs, modeling of behaviour | Exposure to crime dramas leading to an exaggerated fear of crime. |
| Social Media | Social comparison, cyberbullying, identity exploration | Teenagers comparing themselves to influencers and experiencing body image issues. |
| Advertising | Consumerism, materialism, promotion of unhealthy products | Fast food advertising targeting children and contributing to obesity. |
Conclusion
Mass media plays a pervasive and complex role in shaping the behaviour of adolescents. While it can offer opportunities for learning, social connection, and prosocial development, it also presents significant risks related to body image, aggression, risk-taking, and consumerism. A critical media literacy education, coupled with parental guidance and responsible media content creation, is crucial to mitigate the negative impacts and harness the positive potential of mass media for adolescent well-being. Future research should focus on understanding the long-term effects of social media and developing effective interventions to promote healthy media habits.
Answer Length
This is a comprehensive model answer for learning purposes and may exceed the word limit. In the exam, always adhere to the prescribed word count.