My follow up to Rob's interesting observation, as an elabouration of my previous post ...
I certainly am a believer of communications shifting cultures - not individuals - but I also think that content is not 'decoded' universally in a media neutral vacum. It's decoded in a social context and that's why the media vehicle is still important, as it 'frames' the meaning of the content if you like i.e. they're inextricably bound up and interlinked. Thus I think it's ultimately about how content 'and' delivery resonates with culture - not just the former. So it's a kind of more all-encompassing socio-cultural approach if that makes sense
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