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This reader introduces a range of theoretical statements made on the mass media since the 1960s. The reader takes the student through the most important theoretical issues, right up to the modern work of Tania Modleski and Christine Geraghty. Three sections present perspectives on: the production and regulation of mass media; the media text; and the reception and consumption of the media. A fourth section provides three case studies on the news, advertising and soap opera which bring together concrete examples of how theoretical debates are realized.