This paper argues that the analysis of culture and mass communication should be regarded as central concerns of sociology and social theory. It develops a framework for the analysis of culture and shows how this framework can be applied to the study of mass communication. Focusing on the medium of television, the paper highlights some of the distinctive characteristics of mass communication and examines some of the factors involved in the production, construction and reception of media messages. It is argued that this approach enables the analyst to pose questions concerning the ideological character of mass communication in a new and more fruitful way.
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