ABSTRACT
There are three basic types of theory which relate mass media to public opinion: the mass manipulative, the commercial laissez-faire, and the consensual paradigm. The mass-manipulative model pictures individuals in society as constituting an atomized mass and the media as a powerful agent for the manipulation of their unresisting opinions. Deviance does not ever occur out of volition; it occurs out of either sickness or corruption. The cultural sellout Deviant cultures which carry the subterranean tradition are focused on by the media, a select few of their number incorporated and bought out by the leisure industries, and a distortion of their life style fashionably propagated in the mass media. ‘Pharmaceutical materials do not dispense themselves and the illicit drugs are rarely given away, let alone forced on people. Consequently, the menace lies within the person, for there would be no drug threat without a drug attraction.
