Socialization Theories

Socialization theories discuss the impact of media in very broad strokes by taking a similar approach to the cultivation theory and emphasizing how prolonged exposure to media comes to teach us about the world and our role in it.

For example, theorists Joshua Meyrowitz and Neil Postman argued that children are socialized into the role of adults far earlier in the age of television than had been the case for the previous several hundred years.

I mean, really?

Television is the window through which children learn about the world of adults, and adults become more like children.  This has numerous social implications beyond the world of media.  For example, children and adults dress more alike, talk more alike and go to more of the same places.

Willow Smith, nine, with her mother Jada Pinkett-Smith at Fashion Week.

No longer do only children wear t-shirts and only adults swear.  Similar blurring of the dichotomies of masculinity-femininity and politician-citizen are also posited and attributed to electronic media, with the effects increasing androgynous behavior and holding political candidates to personal standards.

Guys in girl jeans???

Another socialization theory focuses on conditions leading to maximal media social influence.  Van Evra argued that the cumulative media effects on children are the greatest when the purpose of viewing is diversion and when they perceive the media content to be realistic, perhaps due to a lack of critical thinking mode present during the viewing.

Socialization effects are especially strong on frequent viewers who have few information alternatives and relevant life experience available.