Understanding of audiences

Do we have cmoplete choice over what media we interact with?

We only have choice of what is available in the media, ie, we cant watch/read.listen to something that hasnt been made.
Sometimes we dont have a choice, we cant avoid seeing things smoetimes like billbored etc, however, it is our personal choice to be affected by this media or not.


Will everybody watching the same program ract in the same way?

Critisism of mass theories is that they assume the audience will all view the text in the same way, whereas this is not the case.
In fact oir individual view is effected by gender, age, etc.