Siła, zakres i skutki oddziaływania środków masowego przekazu

Abstract

Aware of a continuous process of fundamental social changes, the author discusses the part played in it by the media. The present article deals with three problems. 1. The immense impact of the media. The impact is not direct, resulting from o charakteristic combination of mediating factors and influences. Thus the media strengthen rather than alter the hitherto existing attitudes. The efficacy of mass influence depends on a medium chosen, the character of sources and means of information, the atmosphere generated by public opinion, social demand for new ideas as well as the reliability of the information senders and their social prestige. 2. The range of press influence in Poland. Reading of the press is these days a common, thougty not a universal phenomenon. The surveys reveal that it is closely related to the degree of industrialization and urbanization of a given environment. Most readers demand from the press reliable information, increased number of articles on educational problems, fight against social evils, shorter articles, clearer presentation of the problems, decreased number of advertisements. 3. The range of television influence in Poland. The surveys reveal that watching television is the most popular way of spending free time. The majority thinks that television exercises basically positive influence. Its negative effects include dissuasion from work and encouraging laziness. Programmes discussing theft and robberies as well as scenes of violence are considered the most harmful.