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In psychology and communication theory media influence or media effects refers to the theories about the ways the mass media affect how their audiences think and behave.

Mass media plays a crucial role in forming and reflecting public opinion: media connects the world to individuals and reproduce the self-image of society. Critiques in the early-to-mid twentieth century suggested that media weaken or delimit the individual's capacity to act autonomously. The media has a strong social and cultural impact upon society. The internet has lifted some of the restrictions placed on society by allowing for diversification of political opinions, social and cultural differences and heightened level of consumer participation.

Media can also influence the way people talk. Many famous trials about celebrities such as Michael Jackson have, whatever the outcome of the trials, ended in such bad publicity and negative depictions of the people involved that their reputation was damaged sincerely forever. The general public had already formed their opinion even before the trials where held. Even if the celebrity remained out of jail or was proven not guilty his career or popularity could have turned out for the worse due to this.

Closer home, we can take the example of the Jessica Lall murder case to emphasize how the various modes of mass media can unite a nation. The public outcry against the police authorities, which had bungled up the evidence, was so brutal that the judiciary was forced to reopen the case. After years of suffering justice was finally done. None of it would have been possible without the initiative taken by the various branches of mass media.

Commercials, advertising and voter campaigns prove that the media influences people's behavior. Most people come home from work and sit in front of the television to watch their favourite sitcoms. They enjoy through both escapism and the need for emotional...