This introductory chapter begins with a number of scenarios describing possible readers of this book and their involvement with various aspects of the mass media and mass communication. I suggest that there are five focal points—basic areas of concern—that we might consider in dealing with the mass media: artworks or texts (which are the content of the media), artists (who create works carried by the media), audiences (who read, listen to, and see mass-mediated works), America or society (where the audiences are found), and a medium (which not only carries texts but affects them). It is possible, I point out, to deal with these focal points or areas singly or in various combinations. I then define ...
Making Sense of Mass Communication
Making sense of mass communication