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.
Resisting the Message: The Extent and Limits of Media Influence
Resisting the Message: The Extent and Limits of Media Influence
The previous chapter focused on the nature of the media coverage and the social context which supported particular media constructions of AIDS. This chapter shifts the focus on to the factors helping people to challenge or resist media influence. It also highlights the diversity of audience responses. It addresses questions such as: When and why do some people distrust the media, the government and the scientists? Why did some members of the public resist clear media messages? How are different understandings of AIDS related to age, gender, class, sexual, national or ethnic identities? Through addressing such questions it is possible, on the one hand, to explore ...
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