This chapter analyses the subjectivity of the media. It discusses some of the ways in which media and media research bear on the various dimensions of subjectivity, and looks at the general positioning of the media in relation to questions of subjectivity in order to establish a framework within which more specific topics can be coherently addressed. The chapter also presents case studies that look at the question of cultural taste as a long-standing issue in discussion of how the media work to reflect and construct sensibility, and examines the idea of the political self or the civic self, which is recognised as a highly media-dependent aspect of consciousness and action.
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