Why does the media seem to have little effect on political preferences?

The study of violence in mass media analyzes the degree of correlation between themes of violence in media sources (particularly violence in video games, television and films) with real-world aggression and violence over time. Many social scientists support the correlation.[1][2] However, some scholars argue that media research has methodological problems and that findings are exaggerated.(Ferguson & Kilburn, 2009; Freedman, 2002; Pinker 2002; Savage, 2004)

Complaints about the possible deleterious effects of mass media appear throughout history; even Plato was concerned about the effects of plays on youth.[3] Various media/genres, including dime novels, comic books, jazz, rock and roll, role playing/computer games, television, films, internet (by computer or cell phone) and many others have attracted speculation that consumers of such media may become more aggressive, rebellious or immoral. This has led some scholars to conclude statements made by some researchers merely fit into a cycle of media-based moral panics (e.g. Gauntlett, 1995; Trend, 2007; Kutner & Olson, 2008). The advent of television prompted research into the effects of this new medium in the 1960s. Much of this research has been guided by social learning theory developed by Albert Bandura. Social learning theory suggests that one way in which human beings learn is by the process of modeling.

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