ABSTRACT
We must get away from the habit of thinking in terms of what the media do to people and substitute for it the idea of what people do with the media.
This approach highlighted the important fact that different members of the mass media audience may use and interpret any particular programme in a quite different way from how the communicator intended it, and in quite different ways from other members of the audience. Rightly it stressed the role of the audience in the construction of meaning.
