The media sends a message along with the message. Perceptionand interpretation will be affected by the simultaneous messages. The extension of any one sensealters the way we think and act.
Process creates a reservoir of common mediaexperiences that are stored in our brains.
Each medium conditions the brain to receive and toprocess information in specified ways. The role of audience is altered. The government influenced the press andmedia. The press and media influence public opinion. But public opinion also influenced the pressand was certainly a factor in decision making in the government.