In the last few years, the effects of mass media have increased greatly with the progress of technology. Initially, there were books, newspapers, and magazines, then photography, sound recordings, and films. Radio, television, and the Internet proliferated followed by social media (Anderson Bushman 2002). In the modern day, every person depends on communication and information to make their lives move through activities such as education, work, healthcare, leisure activities, personal relationships, travelling, entertainment, and other things that people get involved. It is usual to wake up in the morning, check the phone for notifications and messages, watch the TV or read newspapers for news, read emails, makes phone calls, and eat meals with family and friends based on the information gathered from mass media and social media sources.
The values people hold; harbour and the decisions made by people are based on assumptions, experiences, and education. People rely on media for current facts, news on what is important, and what people need to know. People believe the media since it is an authority for information, education, news, and entertainment. Considering the media’s powerful influence, it is imperative to know how it works. In a world of globalization, the media possess much potential. The media has the prospect of spreading news and information to areas where it has been hard to get different views. The media has the potential to assist towards democratic processes and make an impact on regimes and countries that lack democracy. However, the media can push the cultures and ideas of more prevailing interest (Livingstone & Bovill 2013). The media’s influence is growing stronger every day. Because of the influence, the competition among advertisers and producers gets stiff as they attempt to find new ways to catch consumers' attention through their magazines, newspapers, shows, movies, and commercials.