Literature Analysis: The Role of Mass Communication in the Formation of Public Opinion and the Change of Public Behavior

This study analyzes the role of mass communication in the formation of public opinion and changes in public behavior through a systematic literature review. The transformation of the digital age has changed the paradigm of mass communication from a linear model to a complex multidirectional configuration. The research methodology uses narrative literature review with thematic analysis of publications for the 2021-2025 period. The findings suggest that digital mass communication creates a hybridized ecosystem that allows audiences to act as active prosumers. The mechanism of public opinion formation is complicated through the phenomenon of echo chambers, algorithmic curation, and viral communication that creates polarization and democratization of opinion leadership. Changes in people's behavior are accelerated by digital social learning, behavioral nudging, and digital habits formation. Social implications include information overload, social fragmentation, and privacy challenges. Optimizing mass communication requires an ethical framework, fact-checking mechanisms, and improving media literacy for a positive impact. Keywords: Mass communication, public opinion, Behavior change