The Circuit of Mass Communication : Media Strategies, Representation and Audience Reception in the AIDS Crisis

This book moves beyond the narrow focus of much of the work on media and cultural studies to examine the whole process of interaction between the media and the social world. Rejecting approaches which focus only on ownership or discourse or audience reception, this new book from the Glasgow Media Group, examines: promotional strategies; media production; representation and audience responses; as well as broader impacts on policy, culture and society. Using a detailed analysis of the struggle over representation during the AIDS crisis as point of departure, The Circuit of Mass Communication reveals the power of the media to influence public opinion, and the complex interaction between media coverage, audience response and contemporary power relations. Based on extensive empirical research, this book offers a range of challenging insights on media power, active audiences and moral panics. -- from http://www.amazon.co.uk (March 4, 2014) Cover Table of Contents 1 - Introduction 2 - The AIDS Public Education Campaign, 1986 -90 3 - News Variations 4 - AIDS and Television News 5 - AIDS on Television: Form, Fact and Fiction 6 - Sourcing AIDS News 7 - Producing AIDS News 8 - Media Impact on Public Beliefs about AIDS 9 - Resisting the Message: The Extent and Limits of Media Influence 10 - AIDS, the Policy Process and Moral Panics 11 - Conclusion Appendix: A Note on Method and Sample References Index