When media create pictures in the head, they act as

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UGC NET Paper 1: Held on 6th Mar 2023 Shift 1

Answer 1

Key Points

When media create images or mental pictures in the minds of their audience, they act as agents of consonance.

Consonance refers to the degree of agreement or consistency between a message and the existing beliefs, attitudes, or values of the audience.
When media messages are consistent with the audience's preexisting beliefs, attitudes, or values, they create a sense of harmony and reinforce these beliefs.
This can result in the audience becoming more convinced of the message and less likely to challenge or question it.