Klaipėdos universitetas

Medias make impact on social environment – they influence individual interrelations, communication, approach to oneself and entire world, “insist” on certain stereotypes in different situations. They take active part in socialization of individuals. Socialization is perceived as a continuous lifelong process, in which values, standards, social state, roles and patterns of social behaviour are mastered. The article analyzes impact of media (social agents) in socialization processes of individuals.