The issue of the relationship between the mass media and the popular culture has always been a controversial issue in social sciences. While the political economists insist on the role of the media industry in the creation of this phenomenon of the twentieth century, its advocates such as John Fiske argue that popular culture is actually the creation of the populus itself, and is independent of the capitalist production process of the communication sector. Basing his argument on the immense interpretive power of the people, Fiske believes that the audience are able to break all the indented meanings within a media message, and by giving new meanings to that specific message they can oppose the power bloc that is trying to impose its ideology to the public. Consequently, this anarchistic activity of the audience creates the....

Number Of Pages: 10

Number Of Words: 2662

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