The Imperative Relevance of Social Context
Discussion Paper # 2
Mass Communication Theory
MMC 6401
Dr. Dardenne
January 22, 2004
Jeff Neely
The role of society as it affects the development of media is one often overlooked, as pointed out in this week’s reading. More often, research is consumed by the more popular consideration of the media’s role in shaping society. However, because media is by definition concerned with communication, it must be seen from the perspective of interaction. In any instance of interaction, there must be some sense of reciprocal participation. One participant may or may not be the dominant influencer, but nonetheless, interaction requires a mutual participation between two or more parties.