Women, Hair, And Cancer

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Chapter Three
Women, Hair, and Cancer in the Media

3.1. Introducing television into the home / The Rise of the (social) Media

[…]After going downstairs, for breakfast, Leonda picks up the remote and clicks on the TV. She “channels surfs” until she comes across a network morning show that has the stat of a big new Hollywood movie as a guest. […] Later […], [s]he spends the rest of the period flipping through a “women’s” magazine featuring articles- and many advertisements- on fashion, makeup, health, and personal relationships. […] She has also been using an Internet “bulletin board” to post ideas and to read comments from dozens of other students across the country who are also studying business . . . (Media / Society Croteau and Hoynes 4) In their book Media/Society: Industries, images, and Audiences, Croteau and Hoynes use this hypothetical story about Leonda in order to demonstrate to what extent our western societies are enmeshed and saturated by the media.
The word media derives from the Latin medium, which means middle: “The communication media are the different technological processes that facilitate communication between (and are in the middle of) the sender of a message and the receiver of a message” (7). Indeed, advertising is the key source of revenue for television, newspaper, and more recently the Internet. As a consequence, an enormous amount of messages sent from the sender to the receiver are contained in advertisings. Because women are considered as
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