Social Factors Social Influences on Thesis

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This may explain why the Internet also has been shown an addictive capacity to focus viewer's attention for extended period of time even to the point of ignoring the user's other needs (Block 2008, p.308). Contrary to expectations an 'eye-tracking' research study found online readers read 77% of available content while broadsheet newspaper readers read an average of 62%, and tabloid readers about 57% (Goldsmith 2007). Online readers were less methodical in their approach to text, but although their eye jumped around more than their print counterparts, their less 'linear' approach to absorbing content heightened awareness and retention (Goldsmith 2007). This suggests that what we absorb online may make a viscerally strong impression, for good or for ill. Even students with Attention Deficit Hyperactivity Disorder who have trouble with routine tasks of daily life show focused attention when confronted with many video games and computer applications, because, researchers believe, that such repetitive applications stimulate the pleasure-seeking areas of the brain (Brown 2007).

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As society changes and grows increasingly connected through technology, individuals are exposed more and more to the compelling format of online media. Violent or other simulative content absorbed on the Internet, including sexual content and online gambling, may have the power to shape the personality through social modeling, especially the cognitive processes that can lead to violent actions. The ease with which one can engage in behavior online, the neurological stimulation that encourages the brain to retain and repeat as well as receive internal motivational satisfaction for doing so may make online social modeling especially dangerous.

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