The influence of mass media in shaping people's ideas about society Mass media has played a key role in shaping people's lives . Modern society's use of mass media, including TV, radio, newspapers, and print media, has largely influenced people's ideas about themselves and society in general. This is evident from their behavior towards themselves and their community, as well as how they treat the environment. While some experts believe that the media is responsible for most of the negative behavioral traits among active members of society, most agree that the media causes people to understand and develop a positive sense of association with the society in which they live , making it easier for them to identify with and understand their role in it. The influence of the mass media has changed the behavior of sectors of society. Brown (2002) states that the growing use of the media has led more and more young people to engage in overtly sexual behavior. He writes, “The media may be especially important for young people as they are developing their own sexual beliefs and behavior patterns and as parents and schools remain reluctant to discuss sexual topics (p.26).” Sexually active young people tend to have more media exposure than any other member of society. The reason for this is because they are responsible for their own time without too much parental interference and burdensome responsibilities. This, combined with the fact that both implicit and explicit sexual content and criminality in the mass media have grown over time predisposing young people to premarital sex (Rosengren, 2000). Young people shape their identity using role models such as parents or anyone worthy of emulation. . After a year's worth of national advertising dubbed... the center of the paper... from humble and nonviolent to tough and violent. It can also lead a person to become aware of their environment and take responsibility for their actions, which is what the world requires (Rosengren, 2000). Society is able to move from the past to the future through real-time information about the present (Hiebert & Gibbons, 2000). Society then becomes a living organization, equipped with a feedback loop provided by the media, well equipped to perceive imminent danger and learn from its mistakes to prepare for tomorrow (Preiss, 2007). However, caution must be exercised to prevent young people and children from participating in actions that they have no idea about but doing so based on justifications for the actions monitored by the media (Wells & Hakanen, 1997). The mass media will remain beautiful but when there are no precautionary measures it will become ugly.