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the process of creating shared meaning between the mass media and their audiences
indirect feedback, used to be delayed but now it is instantaneous and is feedback through the same mediums as the initial messages
cultural definition of communication
communication and reality are linked. Communication is the foundation of our culture
aka mainstream culture: the one that seems to hold sway with the majority of people
aka co-culture: smaller cultures within a larger society (ie: italians, the south, etc)
idea that machines and their development drive economic and cultural change
the ability to effectively and efficiently comprehend and use ay form or mediated communication
encouraged technological innovation. includes development of writing and the formation of it.
third person effect
the common attitude that others are influenced by the media messages but that we are not
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