Mass-Media Imagology

Abstract

In a very general sense, the influence is any action taken against a person, to determine thecompliance of the influencer’s intentions. In a more developed approach, the influence can be definedas a way to communicate, having as last stage the conviction. The influence is effective only if it isaccepted by the receiver. He voluntarily adopts some action manner, because it believes that he isdoing something good for him. In this context, it reveals a certain availability to influence of therecipient. On the other hand, we cannot ignore thefact that the efficiency of influence is dependentalso of the influence power of the communicator. This is given by the prestige of persons known bythe receiver, the norms and values that operate inthe reference group or institutional framework.

Keywords

• influence
• symbolic thinking
• tools of communicati on
• mass-media