In media studies, mass communication, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on an individual or an audience's thoughts, attitudes, and behaviour. Whether it is written, televised, or spoken, mass media reaches a large audience. Mass media's role and effect in shaping modern culture are central issues for the study of culture.
The influence of mass media has an effect on many aspects of human life, which can include voting a certain way, individual views and beliefs, or skewing a person's knowledge of a specific topic due to being provided false information. The media plays an important role in giving people the opportunity to act against injustice, oppression and misdeeds that they otherwise wouldn't know about. It also brings social issues to life which is similar to “watchdogging”, media brings many social issues to life that otherwise would remain unknown to many people. In addition, Media ethics promotes and defends values such as a universal respect for life and the rule of law and legality. Literature regarding the ways in which specifically the Internet impacts media ethics in journalism online is scarce, thereby complicating the idea for a universal code of media ethics.
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