Newspapers, radio, television, and the internet — including e-mail and blogs — are usually less influential than the social environment, but they are still significant, especially ∈ reassuring attitudes and opinions that are already established. The news media focus the public’s attention on certain personalities and issues, leading many people to form opinions about them. Government officials accordingly have noted that communications to them from the public tend to “follow the headlines.”
The mass media can also reinforce latent attitudes and “activate” them, prompting people to take action. Just before an election, for example, voters who earlier had only a mild preference for one party or candidate may be inspired by media coverage not only to take the trouble to vote but perhaps also to contribute money or to help a party organization ∈ some other way.
The mass media play another important role by letting individuals know what other people think and by giving political leaders large audiences. In this way the media make it possible for public opinion to encompass large numbers of individuals and wide geographic areas.
Internet: <http://global.britannica.com> (adapted).
From the text above, it can be concluded that
personalities and issues depend on the media to get a favourable public opinion.
