The media affects everyone in one way or another. Some affects are strong and some are weak, but it’s always there. Nobody can get away from the media; there are too many forms of it hidden in many different disguises. It can come in the form of television, radio, newspapers, magazines, m

ovies, and even ads that are posted on public transportations. However, in Katz and Lazarsfeld’s study, the scholars believe that “the way people made up their minds was personal influence” (Katz and Lazarsfeld 32). In Katz and Lazarsfeld’s study, the scholars believes that the mass media only effect people in their decision making in certain ways and the mass media does not necessary play such an important role in influencing individual’s decision-making as a whole. Mass media sends out influential messages throughout the general communications system such as television, radio, and newspaper etc. but it does not often have the same effects on everyone in general. Katz and Lazarsfeld believe that the factor that does get involved in the process of mass media influencing the general public is the so-called “opinion leaders.” Mass media definitely uphold great influences on people; however, if often has great effect on the much more active population and from these individuals, the ideas and messages get passed onto the general population through interpersonal interactions (such as everyday personal relationships). According to Katz and Lazarsfeld, “interpersonal relations are potential networks of communication” (Katz and Lazarsfeld 33) and the opinion leaders are usually the ones to play a key role in between the mass media and general population.

The role of media is to reinforce certain ideas to the opinion leaders and have them influence the general public through interpersonal interactions throughout daily lives. The “reinforcement function” includes two main contexts: Person-to-person sharing of opinions a

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