ABSTRACT
Media consumption is a common term used to describe all kinds of goods and services produced by the media as a transaction of communication. In the media effects tradition, which developed from 1930s onward, US-American scholars considered meaning and messages encoded in a text as transmitted in a linear form of sender. While the origins of media consumption in the Americas can be traced back to the expansion of cultural industries in the early twentieth century, it was in the late 1960s that the process of transmitting and consuming messages across different countries and regions took hold and acquired many of the characteristics it displays today. The trend of locating audience members in the broader context of culture was introduced as late as in the early 1990s, following the influence of Martin-Barbero and Garcia Canclini, with their discussions on social mediations and cultural consumption.
