ABSTRACT
This chapter examines the specific elements of media logic and demonstrate how they connect with specific institutional activity to produce a media culture. It argues that any comprehensive social theory or perspective must articulate the relevance of communication, especially the mass media. The mass media are enigmatic for social scientists. The mass media are irrevocably ideological, cultural, and, in many instances, hegemonic devices to serve a relatively small number of spokespersons, sources, and interests. Everyone knows media are important influences; in fact, it is difficult to imagine getting through the day without at least one—from clock radios to miniradios with headsets to newspapers to television to video recorders to curling up with a good book. Traditionally, media have been a source of enjoyment, as is the case with dance, theater, and music. The chapter also presents an overview of the key concepts discussed in this book.
