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“Any sociological explanation of the influence of the mass media needs to take into account the social situation of the audien
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"Any sociological explanation of the influence of the mass media needs to take into account the social situation of the audience." Explain and evaluate this view. "Members of a given sub-culture will tend to share a cultural orientation towards decoding messages in particular ways. Their individual 'readings' of messages will be framed by shared cultural formations and practices." [The Structured Interpretation Model] which is associated to Morley, David (1981b, p. 51). V arious theories, approaches, experiments & researches looked into the effects of the mass media on the audience. The social situation of the audience is considered in some of the studies. Others may believe that the influence of mass media would heavily depend on the social situation (age, ethnicity, gender, class, educational attainment, abnormality, etc.), while others may think that the audience in the society is greatly influenced by the mass media alone. Recent news alarmed the reading-audience how influential mass media...
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