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communication are introduced within the field “Audience as Consumer or Audience as Product?” Which mannequin makes more sense to you? Which do you think is extra accurate? ABC journalist Ted Koppel informed The Washington Post, ” is an trade. It’s a business. We exist to earn cash. We exist to put commercials on the air. The programming that is placed on between these commercials is just the bait we put in the mousetrap” in “Soundbites,” 2005, p. 2. Do you assume Koppel is unnecessarily cynical, or is he right in his evaluation of tv? The goals of media professionals will be questioned repeatedly all through this e-book. For now, remember that ours is a capitalist economic system and that media industries are companies. Movie producers should sell tickets, book publishers should promote books, and even public broadcasting has payments to pay. This does not imply, however, that the media are or have to be slaves to revenue. Our task is to grasp the constraints placed on these industries by their economics and then demand that, within those limits, they carry out ethically and responsibly. We can do this only by being thoughtful, critical customers of the media. A culture’s values and beliefs reside in the tales it tells. Who are the good guys? Who are the unhealthy guys? How lots of your childhood heroines were even barely chubby? How many good guys wearing black? How many heroines lived fortunately ever after without marrying Prince Charming? Probably not very many. Our tales help define our realities, shaping the methods we predict, really feel, and act. “Stories are sites of observations about self and society,” explains media theorist Hanno Hardt . “These fictional accounts are the constitutive materials indicators of a shared conversation” p. 476. Therefore, the “storytellers” have a responsibility to inform their tales in as professional and ethical a means as possible. At the identical time, we, the audience for these tales, also have opportunities and duties. We use these stories not solely to be entertained but additionally to be taught about the world round us, to understand the values, the best way issues work, and how the items fit together. We have a duty to query the tellers and their stories, to interpret the stories in methods consistent with larger or more essential cultural values and truths, to be considerate, and to reflect on the tales’ meanings and what they are saying about us and our culture. To do less is to overlook a chance to assemble our own which means and, thereby, tradition. For example, Women’s Health lately joined a bunch of different publications, promising to ban expressions like “bikini body” and “drop two sizes” from its covers , and lingerie company Aerie vowed to now not use photoshopped fashions in its adverts and noticed gross sales surge; Mosbergen, 2016. Brewer Anheuser-Busch InBev discontinued its promotion of Bud Light as “the perfect beer for removing ‘no’ from your vocabulary for the night time” .