Critical issues are raised for group study and discussion on the relationship of the thinking individual to the mass media. Although the electronic revolution is still in progress, it is essential to act now to control its speed and direction, using what is best in the media while trying to correct the faults. An analysis of fictional and factual programing shows that although there is apparent variety in the mass media, they appeal to the same general level of taste, intelligence, and emotional maturity. Broadcasting is examined for the way that it shapes the public into audiences; the level of entertainment it provides; the ideals of conduct it sets up; the way it deals with broad questions of public policy; and the degree to which it alters our fundamental outlook on life. Conformity of taste introduced by the economics of mass entertainment produces conformity of thought, which in turn might create a homogeneous audience capable of accepting political dictatorship. Voluntary associations, schools, newspapers, and magazines can help develop audience discrimination, as can direct communication between concerned citizens and local media managers. Suggestions for further reading are included after each chapter. (PB)