Malainine Chbihna - Aljazeera Talk - Rabat
 Most of us have, probably, heard warnings about the effects of mass media. But what is it? why should we be concerned about its influence? the best way to begin in understanding mass media is through a definition. Mass media is a medium of communication such as newspapers, radio, television and recently the internet, that is designed to reach the mass of people. However, now it is more than just this. It has become pervasive in our daily lives. Mass media may inform, entertain, or even persuade; but its primary goal is to exert influence over its audience. Therefore, it orientates people's attitude and behaviour. The influence of various constituents on both society and individuals is inescapable. In that standard, mass media has always been shaping people's opinion towards their ethics and values.
Television as a fair example of mass media has been the dominant outlet. Its success is due to its ability to convey messages visually. In every television's piece of work, there is a message. The problem begins when this message is not clear or bears a lot of misconceptions and misperceptions. Yet some theorists suggest that it is even a case of society influencing media and not the more widespread and presumed version. Phrased differently, it is a kind reciprocal influence since the more the audience appreciates media, the more media does efforts to satisfy it. This is often done without considering the consequences of what they are purporting to be the 'truth'. Take, for instance, the September, 11th attack, when the media first reported the tragedy, they speculated that this was an act of Middle Eastern 'terrorist' until it was proved otherwise. This raised much public hatred towards immigrants in the States. Here the media plays negative impact over its audience.
There was the attitude that the media was forcing itself upon us in such a way as to exert its influence and shape our beliefs, actions, and values in terms of clarification. Now time has moved on, theorists are trying to figure out diverse approaches. This was a shift area of research within audience's reception in the last century. Actually, mass media is an incredible tool of persuasion and could influence ondividuals undoubtedly. Hence the entire impact sweeps over the individual rather than society. This can be clearly seen on children as real victims of that influence; in a world where our children spend more time watching television and listening to radio than going to school. So they grow up to become mature adults who base their point of view and beliefs on what they see and hear. Basically, it is a derivative matter, even when a child is well-educated, he may be submitted to media influence. A child can not understand why people fight in wars, why there are conflicts around the world. Hence a child gets confused to see people kill others of the same race. In addition, a child can not understand why adult are crying on television when they are victims of atrocities.
Is there any influence of mass media over woman? Of course yes and the reasons behind this are so different. Most of people ascribe that to the body image in media which is swept widely across the Arab stations recently. Images of females' bodies are everywhere. Women and their body parts sell everything from food to cars. Why are standards of beauty being imposed on women in this massive wave? Perhaps the most disturbing fact is the fact that media images of female beauty are unattainable for all but a few number of women. So media influence is almost negative as far as women are concerned. Messages about thinness, dieting and beauty tell 'ordinary' women that they are always in need of adjustment, and that the female body is an object to be perfected. As a result women use to compare themselves to others, and to compete with them for male attention. Here again, media is to be blamed.
The forces of influence that have been described earlier as a major power in media can not hide the fact that mass media is not that worse always. It offers entertainment, culture, news, and education. Media plays an important role in our lives and have much to teach. Ultimately, mass media should present quality in family, religion, and entertainment programmes so as individuals would grow up as a true reflection of their societies and have much care about moral values.
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HI ME ABRIN 4RM PAKISTAN I AGREE WITH U AND REALLY APPRECIATE UR WORK ABOUT WOMEN. WE CAN RAISE THE IMAGE OF WOMEN IN THE WORLD. THANKS 4 UR WORK. KEEP IT UP 
Hi i m Noreen 4rm Pakistan. i read ur research and work at women. after reading it i m agree with u and God bless u..........................