chapter  7
25 Pages

Health Images in the Mass Media

The various institutions we call mass media have in common two principal characteristics. The "media" component indicates that some mechanical or electronic devicers) are interposed between the source of the message and the receiver. The "mass" component does not mean that there are many receivers, but rather that the many diverse receivers are undifferentiated in the source's message-that the message is created for all (or at least all in the target audience of the particular media outlet).