From the standpoint of an A Level in Media, I would say this boils down to the opposition between the hypodermic model of the media, and a concept called preferred readings.
The first, treats the media as if it directly influences the thoughts and attitudes of the viewer/reader/listener
The second, implies that the viewer/reader/listener will consume a media text and then process the information and ideas contained within, accepting or rejecting those pieces of information or those ideas, based on their own preconcieved notions of the world around them.
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Originally Posted by Pedestrian
As for me, my inbox is as of yet testicle-free, and hopefully remains that way. Don't the rest of you get any ideas.
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Originally Posted by Trollheart
I'll have you know, my ancestors were Kings of Wicklow! We're as Irish as losing a three-nil lead in a must-win fixture!
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