Mass media are essential agents of social change, and the specific kind of social change they are expected to help accomplish in the transition to new customs and practices, and in some cases, to different social relationships. Also agents of social control exist. As a result of all these alterations a significant change in an individuals attitudes, beliefs, skills and social norms may result. Before the existence of radio, mass media were barely existent except in print. But with all the developments in technology mass media continually progresses, in many different directions.
Different individuals are selective in the way that they let mass media influence their lives.
For example, if a person decides to read a book they are getting to determine what aspects of the mass media they consume.