ABSTRACT
The historical link between the development of the press and the formation of public opinion has been a natural though not the only focus of sociological interest. The continuing development of communication technology has given rise to other sociological concerns, including the role of mass communication as an agent of socialization, the effect of the various media on cognitive processes, as well as their consequences for leisure time usage, political participation, and other behaviour. The dominant concentration on individual effects, ran the argument, had stemmed in part from the interest of media organizations and advertisers in statistical measures, in part from a commitment of communication researchers to the survey method. The availability of sophisticated communication technology gives new dimensions to the problem. The news media also serve an important function as a channel of lateral communication among political actors, where signals may be picked up from both political allies and opponents.
