Final answer:
Marketing or media campaigning that seeks to create or change public perceptions and attitudes often utilizes broadcast and print media. It strategically targets various demographics with an array of media forms to influence beliefs and ultimately behaviors, with powerful media conglomerates sometimes acting as gatekeepers of information.
Step-by-step explanation:
The activity that involves creating or changing attitudes, beliefs, and perceptions through mass media is known as marketing or, more specifically, media campaigning in a political context. It uses broadcast and print media to influence the beliefs of 'consumers' by presenting selected information in a way that frames public perception. This practice is underpinned by the notion that the media has the power to cultivate reality for individuals by shaping their views of the world, thus impacting their actions and thoughts. Media strategies are carefully devised based on demographic information to target potential supporters effectively, using different media forms such as billboards, TV and radio ads, as well as Internet and social media campaigns. These strategies can also change how people perceive their political institutions, with the potential to manipulate and normalize certain sentiments within society.
The impact of such media campaigning is not only seen in the shifting public opinions but also plays a critical role in the manufacturing of consent among the electorate. The media, controlled by powerful owners and conglomerates, can effectively act as gatekeepers, deciding which issues are highlighted and which are downplayed, thus influencing the collective identity and the social norms of a nation. In summary, the strategic use of media is a powerful tool in shaping public perception and can have far-reaching implications for society and democracy.