Sociology 2.0 / 5 based on 1 rating ? SociologyMass MediaASWJEC Created by: LoisCreated on: 27-03-13 12:59 Position 1: Audience weak, media strong. This position sees the media as having a strong, controlling influence over the audience. Media messages work like a drug. They are seen as ahving a direct and powerful effect on the audience's attitudes and behaviour. 1 of 2 Position 2: Audience strong, media weak. This position sees the general public as consumers. We are free to choose and the media have to supply us with what we want or we will go elsewhere. We only believe what we want to believe and our attitudes come from sources other than the media such as our family, school etc. 2 of 2
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