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Media Vs Society What part does media play? Jonathan Fulwell for 'The Times' Does society influence media or does media influence society? In a modern world, dependent on continuous communication this is a very important question. If the world were not dependent on communication over large distances, schooling on a mass basis would not be possible or necessary. Most knowledge in traditional cultures was local knowledge, (Geertz 1983) traditions that were passed on through a local community, a very slow and long drawn out process. Today we live in the "Whole World" in a way that would have been inconceivable to anyone who lived before the 19th century. "We are now aware of news and situations thousands of miles away, all due to e-communications making such awareness almost instantaneous in the 21st Century. Rapid transfers and e-communications have greatly intensified global diffusion of information." (Anthony Giddens Sociology 1995) ...

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