The question of culture undoubtedly remains one of the most debatedissues in the scientific exploration of the relationshipbetween mass media and society.controversy between critical media sociologists ,who emphasize the value-producing function of massmedia, and empirics, who are foremost interestedin demonstrating how social reality is reflected inmass media, seems to have subsided in recentyears, resulting in a compromise integrating bothapproaches. Much of the empirical research of thepast decade points indeed in the direction of a creative,reinforcing or transforming cultural impactof mass media