The media is a dynamic entity inherent in society that is both powerful and important. It demonstrates this by playing a vital role in the development of a person's perspective on political, economic and socio-cultural issues. This consequently helps to shape individuals' viewpoints of the world and define their lives through the interpretation of media texts. (Newman, 2004). Bazalgette supported Newman's point by stating "Media studies open up your understanding of how things work, how people …showed first 75 words of 1694 total…

…showed last 75 words of 1694 total…and Criticism, 2000, accessed 21/03/05 http://jcomm.uoregon.edu/~cbybee/j388/semiotics.html#Anchor-Introduction-49575 o<Tab/>Sinclair, J. "Media Communications: Theoretical Traditions." S.Cunningham & G. Turner (eds.), The Media and Communications in Australia. Sydney: Allen and Unwin, 2002, pp.23-34. o<Tab/>Thompson, J.B. "Self and Experience in a Mediated World." The Media and Modernity: A Social Theory of the Media. Stanford: Stanford University Press, 1995, pp.209-219.