THE MEDIA AS AN INSTITUTION ‘….. it will create forgetfulness in the learners’ souls because they will not use their memories; they will trust to the external written words and not remember of themselves. They will appear to be omniscient, and will generally know nothing; they will be tiresome company, having the show of wisdom without the reality.’ Plato’s Phaedrus The media has become the institution that it is today because of the associated commercial …showed first 75 words of 1423 total…

…showed last 75 words of 1423 total…upon the other social institutions, but also mirrors the trends occurring in these other institutions. As Australian society and culture continues to change so will the media evolve to accommodate for its needs. Bibliography Stafford, C, and Furze, B.(eds) 1997, Society and Change, 2nd edn, Macmillion, Melbourne. Giddens, A. 1989, Sociology, Polity Press, London. Plato, Phaedrus. Brown, J.A.C. Techniques of Persuasion, From Propaganda to Brainwashing, Penguin Books. Handy, C.B. 1976, Understanding Organisations, Pelican Books