Only about 5% of radio listening is conetrated (you do nothing else at the same time, you just listen to it). Source: my communications study book. Same goes pretty much for ads and TV. The fact is taht human beings are social and cultural animals and we live in the cultural world, in symbolic reality, as much as in the physical reality. Communication is always both about changing messages and keeping the social system up. It IS about power, too. But there are theorists who claim that the power is not just in the hands of mediamoguls and advertisers. One shcool of thinking mainatins that everybody have power. We can see how the ad is trying to manipulate us to buy what it sells and go against this obvious reading of the text and useit to construct our own view of that product and the values buying and using that would have in the society. Blah blah blah--- My English skills are again failing me to write sharply and instead this is getting really mindless and it's 4:24 in the morning.. I'll go to sleep now.
