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Difference between perspective and mass

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Media responses in real-life are socially and culturally entrenched. Audiences actively construct meanings from the media, unlike laboratory animals. Humans also have the cognitive ability to discern and make decisions, and their prior knowledge and experiences shape these decisions. While immediate media effects, such as people carrying an umbrella after rain is forecast can be demonstrated, not everyone goes shopping after watching an advertisement." (Pearson, 2019)

What is the main difference between the Perspective and the Mass

Society Theory when debating the role of the audience on media products?

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Reference no: EM133429819

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