ABSTRACT
The most important reservation relating to the effectiveness of the discourse we have examined is contained in the final point and concerns the issue of how discourse is received and interpreted. This chapter examines this issue alongside those related to the production, consumption, and use of information. The extent to which the media create and manipulate audiences, or are created and manipulated by them, is open to question, but this process of reciprocity and mutual invention was about to change significantly by the late 1970s. A very significant increase in the quantity of media outlets and the modalities of communication as the result first, of technological advances, and secondly of the availability of more socially fragmented audiences. The distribution of the European Structural Funding also provides potentially an ideal opportunity for the European Union to promote itself or be promoted as a benefactor to the British people in all kinds of ways.
