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Children and young adults are much more impressionable by nature, and the fact that they are left readily exposed to media that are sometimes tailored made to their demographics in such large quantities at a time could certainly cause a long lasting influence on them that they would eventually carry on in to adulthood. This breeds an entire generation of people whose perception of the world is molded and shaped by the mass media they consumed, creating what Kendell and her colleagues would term to be "media culture" as they made note of certain observable behavioral traits that young people display due to the influence of the media consumed, such as being violent and self-entitled, as well as affecting the concept of self-identities amongst the youth (Kendall, 2011, p. 97). While mass media may not be the only socializing agent at play here, there is no denying its profound influence and impact upon its audience, especially those who were targeted at a young and impressionable age. This created a shift in the social culture of today's generation, as people are more inclined to get their information from different sources of media (such as the news or the internet), as opposed to consulting with a person or a book about it. The inherent trust and reliance that the audience have for mass media left them vulnerable and susceptible to the different messages and propaganda disseminated to them, and it is also why they rarely second guess the information they receive. .
Mass media's political influence may rival their social ascendency, as it is not uncommon for the media to work side by side with the state, with the most notable modern example being China, in which they use their various platforms of media to spread and propagate their own agenda, as well as censoring and controlling other mediums such as the internet to protect their own interests. However, this is not exclusive to China as the collaborative efforts and mutual influence between media and state can also be observed in many first world nations, as Robinson used the United States as an example in his journal article by coining the term "CNN effect" to illustrate the link between the U.
