THE INFLUENCE OF THE MASS MEDIA Research & Theories of Mass Media Effects on Individuals & Society
In peripheral-route persuasion, they’re sneaking around from the back to persuade or influence us, usually distracting us with entertainment. We sit back and relax and let our defenses down. And just when we think we’re not being subtly influenced, lo and behold: We’ve been massaged, as McLuhan would say. Sometimes we don’t even realize it until much later.