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Mass media audiences are hapless dupes of the culture industry - discuss. In a world where the media is apparent in every corner of our live, where the average adult watches over 4 hours of television per day (Stip - 1997: 1), is bombarded by up to 3000 adverts daily (Twitchell 1996: 3), regularly reads either tabloid or broadsheet newspapers, a variety of magazines, and listens to the radio and browses the internet, it is not surprising that some social scientists such as those of the Frankfurt School theorise that the media "is a powerful and corrupting force in society, generat(ing) a passivity and conformity that (is) cretaniz(ing) media audiences" (Louw 2001: 38). Others however refute this idea, idealising that perhaps "if guided by different social and economic priorities, we will be lead to a more open and creative society" (Naramore & Brantlinger 1991: 21). This essay aims to examine these opposing...

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