In media studies, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on individual or an audience's thoughts, attitudes, and behavior. Whether it is written, televised, or spoken, mass media reaches a large audience. Mass media is known as being ONE of the most significant forces in modern culture.[citation needed] The influence of mass media has an effect on many aspects of human life, which can include voting a certain way, individual views and beliefs, or skewing a person's knowledge of a specific topic due to being provided false information. Media is an ever-changing field and is being critiqued now more than ever by the GENERAL public.[citation needed] The overall influence of mass media has increased drastically over the years, and will continue to do so as the media itself improves.[1] Media influence is the actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs. Media effects are MEASURABLE effects that result from media influence or a media message. Whether a media message has an effect on any of its audience members is contingent on many factors, including audience demographics and psychological characteristics. These effects can be positive or negative, abrupt or gradual, short-term or long-lasting. Not all effects result in change; some media messages reinforce an existing belief. Researchers examine an audience after media exposure for changes in COGNITION, belief systems, and attitudes, as well as emotional, physiological and behavioral effects.[2] There are several SCHOLARLY definitions of media. Bryant and Zillmann defined media effects as "the social, cultural, and psychological impact of communicating via the mass media".[3] Perse stated that media effects researchers study "how to control, enhance, or mitigate the impact of the mass media on individuals and society".[4] Lang stated media effects researchers study "what types of content, in what type of medium, affect which people, in what situations".[5] McLuhan points out in his the media ecology theory that “The medium is the message.”[6]