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Introduction

In the complex world we live in, all the knowledge passed practically communication systems are increasingly become the custodians of information. As media technology has advanced, the issue of media violence and its effects on human behavior has become an important issue of concern for policy makers. The issue of media violence has garnered significant attention from the United States Congress. Independent university-based scholars have also argued that the effects of violent media consumption on subsequent aggression and violence are robust.

The mass media decide what issues deserve public attention: from politics to economics, nutrition, sex and love, violence, drug abuse, war, sports, natural disasters, and religion. The study of mass media effects has a long and storied history that predates the existence of the communication discipline itself. Yet, its breadth and scope have made it challenging for the area to gain coherence. This paper aims at exploring the roots of media effects and the most popular theoretical perspectives that have emerged to date. The Television has emerged as the mass media and dominant and is admitted that this powerful audiovisual medium has an important impact on family structure, higher than any other technological innovation (Freedman, 2002). The television is part of a new morbidity in children and pediatricians should be familiar with its effects. Healthy attitudes learned from the media during childhood can be put into action during adolescence (Buckler, 2010).

Media Sex and Violence: Past and Present

At present age, the items concerning the representation of sex and violence concept through media and its social implications are integrated into the orientation to the concepts. Investigations concerning the possible effects of sexual or violent content are relatively limited in the behavior of individuals (Freedman, 2002). In this age, theories of the precise mechanisms through which media violence consumption is linked to future aggressive behavior focus on psychological and physiological processes. Many psychologists who have theorized about media violence effects have focused attention on modeling and imitation. Psychologist Albert Bandura suggested that people learn through direct experience and by watching others; thus, media characters who engage in violence serve as violent role models (Buckler, 2010).

When people speak of sexually oriented materials, they can be referring to a wide variety of sources. There are classes of materials, at least in the United States, that are explicitly labeled erotic, pornographic, or sexually explicit. These come in the form of magazines, videos, films, and some disreputable Internet websites. These kinds of materials are marketed separately from nonsexual media, and their access is somewhat unrestricted with regard to distribution to children.

Comparing the intensity of media sex and violence, direct causal connection exists on how consumption of media violence impacted human beings physiologically in past. Scholars using this line of reasoning had argued that when people were exposed to violent images or ideas few decades back, there were coherent and measurable physiological responses (e.g., increased heart rate and higher blood pressure), and psychological impacts (Anderson et al., 2003). Level of access to such content was also highly restrictive. Limited reach of media content and screening restricted the intensive impact of violent and ...