  In the context of an extension of Axelrod's model for social influence, we
study the interplay and competition between the cultural drift, represented as
random perturbations, and mass media, introduced by means of an external
homogeneous field. Unlike previous studies [J. C. Gonz\'alez-Avella {\it et
al}, Phys. Rev. E {\bf 72}, 065102(R) (2005)], the mass media coupling proposed
here is capable of affecting the cultural traits of any individual in the
society, including those who do not share any features with the external
message. A noise-driven transition is found: for large noise rates, both the
ordered (culturally polarized) phase and the disordered (culturally fragmented)
phase are observed, while, for lower noise rates, the ordered phase prevails.
In the former case, the external field is found to induce cultural ordering, a
behavior opposite to that reported in previous studies using a different
prescription for the mass media interaction. We compare the predictions of this
model to statistical data measuring the impact of a mass media vasectomy
promotion campaign in Brazil.
