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In the article the author examines the challenges related to the increasing role of the mass media in the modern world. Two contrary approaches to the role of mass media in the modern world are being reviewed: the liberal and the postmodernist one. Based on the critical analysis of the most accredited ideologists of postmodernism, who most critically and thoroughly observed all aspects of the emergence of information society and its effect on the political life and political consciousness, she unveils the role of the mass media, points out the new opportunities for media-manipulation that have become apparent in the post-industrial society. The author examines key features related to the increase in the role of the mass media, which encompass: modern world as hyper-reality and "spectacle", appearance of new ways of delivering information to society, uncritical perception of information by the public, "depolitisation" of politics and upsurge of yellow press and "entertaining" media, new opportunities of government control via mass-media, fight for mass-media ownership. These features indicate that today mass media are not only the tool of reflecting the reality, but also of shaping it. They become one of the ways of shaping and influencing public consciousness and a true "fourth power".

El presente artículo se propone un análisis histórico, desde lateoría clásica, de la relación entre poder y comunicación. El abordaje tieneen cuenta los orígenes del poder y su mutación a través de los tiempos,hasta tornarse capitalismo y cómo la razón, la ciencia, la técnica, sonpuestas al servicio de una clase dominante a la vez que la comunicaciónofrece la falsa noción de consenso democrático. Se evidencia la necesidadde lograr verdaderos actos comunicativos que contribuyan a un consensoreal y una mayor democracia en la construcción de los sentidos.The present article proposes a historic analysis, from the classicaltheory, of the relationship between power and communication. Theanalysis takes into account the origins of power and its mutation throughtimes, to become capitalism, as well as how the reason, science andtechnique, are at the service of a dominant class when communicationoffers the false notion of democratic consent. The need to achieve truecommunicative acts that contribute to a real consensus and a biggerdemocracy in the construction of the senses becomes evident.

Data were gathered by personal interviews with 255 peasants in 5 Colombian communities. MM exposure was related to cosmopoliteness (trips to cities), literacy, yrs of educ, SS, & age (negatively). Such consequent variables as empathy, agri'al & home innovativeness, pol'al knowledge, & educ'al aspirations for children were related to MM. Partial r analysis indicated the correct view of MM exposure as intervening between literacy & various measures of modernization. AA.

Cover -- Title -- Copyright -- Contents -- Preface to the Second Edition -- Acknowledgments -- 1. An Introduction to the Sociology of Popular Culture -- 2. Racial Perspectives on Popular Culture -- 3. Class Perspectives on Popular Culture -- 4. Gender Perspectives on Popular Culture -- 5. Sexuality Perspectives on Popular Culture -- 6. Disability Perspectives on Popular Culture -- 7. Translating Harry Potter -- 8. Conclusions -- Appendix 1: A Brief History of Printing and Publishing -- Appendix 2: A Brief History of the Music Industry -- Appendix 3: A Brief History of Film -- Appendix 4: A Brief History of Television -- Appendix 5: A Brief History of the Internet -- References -- Glossary -- Index