Schi l ler sets the tone for his book i n his opening paragraph': "America" media managers create, process, refine, and p~.eside over the circulation of images and informati c n which determine our beliefs and attitudes and, ult~mately, our behaviour. When they deliberately produce messages that do not correspond to the realities of social exi,stence, the media managers become mind managers. Messages that intentionally create a false sense nf reality and produce a consciousness that cannot

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... ehend or wilfully rejects the actual conditions of life, personal or social, are mani pulative messages." v (Schiller,1973,~.1) He states that when maniwulation i s successful the status quo i s preserved and the set mind of society i s such that alternative solutions to social problems cannot be considered. He points out that the upward mobility possible to t h e