As mass communication theory embraced the critical cultural trend, researchers were willing to turn their attention from _____ to focus on how media are related to changes in culture, on how shared understandings and social norms change.

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Critical cultural studies in mass communication shifted focus from the specific, measurable effects of media on individuals to broader cultural and normative changes, emphasizing how media influence societal understandings and norms.

As Mass Communication Theory Embraced the Critical Cultural Trend, Researchers