There are a number of sociological theories of the relationship between the media and
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Pluralist believe that the media reflects the wide
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Marxists claim that the media transmits dominant ruling class ideology - support for the
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Postmodernists assert that we live in a media saturated society where no single truth or reality can be discerned. Truth is
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The two step model suggests that opinion leaders pass on media messages to members of their groups. The uses and
capitalist class dealignment diversity gratifications ideas long politics relative volatile model states that audiences use the media in different ways fro different purposes.
Cultural effects theory looks at the possible
capitalist class dealignment diversity gratifications ideas long politics relative volatile term effects of the media on politics. It claims that the media can have significant effects over a long period as voters are exposed to a steady drip feed of
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The traditional view of the effect of the media on voting is that voting intention is formed by deeper social factors such as
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capitalist class dealignment diversity gratifications ideas long politics relative volatile it may be the case that the media has an increasing role in influencing
capitalist class dealignment diversity gratifications ideas long politics relative volatile voters.