Audience is provided with many meanings to any social/cultural aspect of life > there isn't an aspect of life where there's one objective truth that everyone experiences
audience picks and chooses between a range of messages and meanings
Postmodern
Media takes place of reality
development of media > everyday is filled with images and messages competing
media presents many images and stories woven into life > boundaries between reality and media are blurred > media becomes reality
Baudrillard
Everything has been replaced by simulacra (replacement of reality, hyper-reality), hyper-real images seem more real
made up images used to give people impression they could tell reality from a simulacrum when they couldn't, e.g. AI
in media, information/image can be distorted intentionally to make it seem correct
Evaluation
Writing is deliberately obscure, dismisses reality of suffering and inequality
Too theoretical, hard to find evidence that would prove a postmodernist wrong, truth is relative