S/S/27. To what extent can the media influence public opinion in modern societies?

Sociologists have debated to the extent that the media is able to influence its audience, or rather whether a person in active in creating meaning and carefully selecting media appropriate to their social norms or personal values. This debate reflects the more general argument within social sciences as to the extent to which external forces of society, or the result of freely exercised choice determines our behaviour. This essay explores these issues using empirical evidence and theoretical evaluations.