In which context can the true effects of mass media communication on a mass audience be understood?

The true effects of mass media on a mass audience can be understood in the social context.

Media work through group ties, opinion leaders and shared norms, all of which are social.

The economic context concerns costs and markets, not how audiences actually absorb media.

The political context deals with power and governance, only a part of the wider social picture.

The spiritual context addresses belief and inner life, not the social workings of mass influence.

Because audiences receive media as members of society, the social frame reveals the real effects.