Summary
Contents
Subject index
The Circuit of Mass Communication moves beyond the narrow focus of recent work in media and cultural studies to examine the whole process of interaction between the media and the social world. Rejecting approaches that focus only on production, discourse, or audience reception, this new volume examines promotional strategies, government advertising, media production, representation, and audience responses as well as broader impacts on policy, culture, and society. Using a detailed analysis of the struggle over representation during the AIDS crisis, the authors reveal the power of media to influence public opinion and the complex interaction between media coverage audience responses, and contemporary power relations. Based on extensive empirical research, this book offers a range of challenging insights on media power, active audiences, and moral panics that will be of value to media students, sociologists, and social policy and health specialists.
Media Impact on Public Beliefs about AIDS
Media Impact on Public Beliefs about AIDS
Exploring Audience Reception: Questions and Methods
Interest in the mass media, whether from politicians, gay activists or health educators, is premised on the belief that media representations have some influence. But can this be assumed? And, if press and television reports have ‘impact’, on whom do they impact and how?
Media coverage is crucial because, as we have already shown, it can influence policy and campaign strategy (see also Berridge, 1992). Many of those living with the virus have also written about the impact of media reporting on their sense of self-worth, hopes for the future, and indeed their own health (Dreuilhe, 1988; Moore, 1995; Rieder and Ruppelt, 1989). But what about its broader ...
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