Gitlin addresses media's ovealrl complete and total influence and huge significance in peoples' lives. He tries to solve the problem of the way media is controlled. The media does not allow everyone to be heard and the media is spun a specific way, particular to its controllers, which its consumers take for reality. Mass media is recieved so quickly and is so heavily relied on that people take what the see and hear in the media to be truth and reality of life. People rely on the media for insight, knowledge, facts, opinion-making, language, symbols, and emotion. He discusses how media decides what is newsworthy and matters and what exactly of this news gets shown and how it is portrayed through media frames. Mistakes that high held officials make, who are associated with the high-ends that control the media, can spin this mistake in a way that puts the emphasis on something else other than the true cut and dry mistake. He gives an example through Dan Rather's report in the 70 s about laws broken during the wars and how the report skated around it. He then goes on to discuss Marxist's theory of hegemony to try to solve how and where people get their ideologies. Hegemony is about the high dominant people getting the consent of the lower people to be dominated. This explains also how movements of opposition are not heard or significant, at least, becaues they do not change the dominant rule. Overall, the media is controlled by economics and politics and the public that consumes this media gets their ideologies from this controlled media.

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