The power of the majority implies the power of quantity, therefore a control over the mass consciousness nowadays is so desirable.
A new order of society has begun its formation since the end of the World War I when the role of the mass became crucial – “mass society” (Shils 43). With the new society new needs and concerns had come. To satisfy those needs and concerns mass culture was born, and to communicate them in a mass way, a mass media was developed.
The study of those effects which mass media caused on mass society had immediately begun. Already in 1922 “Lippman argued that mass communication could become the basis for people’s view of the world, and about the same time, in 1927 Lasswell considered mass communication as a tool for manipulation and social control” (Perse 3). Latter McLuchan in order to stress on a type of social relationships that mass media has formed within mass society called modern society “a global village” (Galician). That means those issues and beliefs, stereotypes and, generally, all those social relations which once had only existed inside a social group now are spread on a general global community. Therefore all those people who are involved in mass communication are members of a single global social group – mass society. And as for every social group the process of socialization is unavoidable, behavior of members of mass society is determined by norms, values and culture of mass society (Galician). To establish those issues mass media is widely used.
One of the main characteristics of mass media is its learning effect. However, this learning process is quite different from education. Denis McQuail says mass media can serve for “a cultivation of images” (20). And Mary-Lou Galician describes it as a process of “eculturation” (Galician). It means mass media enforce some mass cultural issues