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Media constructs version of reality.
Audience tends to accept media texts as natural versions of events and ideas, when, in fact, they are only representations of events and ideas.
Media are interpreted through individual lenses.
Audience interacts with media texts in idiosyncratic ways. Some audiences accept some messages totally at face value. Other audiences may reject the same text, disagree with its message, or find it objectionable.
Media promote agenda.
The very fact that some people object to some media texts is evidence that those texts contain value messages.
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