The media is a very powerful force

" Therefore if humans are "elusive" how is it possible to record, with a degree of accuracy that which can be slotted into our new understanding of science? Furthermore anthropology is more than just a study of people it is a study of the interactions of people that are different from ourselves. To capture this thought we should turn again to Carrithers (1992: 2), " Human beings do not just produce society, but society in forms which are incalculably various, constantly mutable, and labyrinthine in their elaborateness. "

Herman maintains "Cultural workers and journalists in the media are not empowered to screen and write what they themselves feel" ('Media in the US political Economy', Questioning the Media. 1990: p75), whilst Tiffen similarly argues "Certainly proprietors have a huge scope to affect news content.... journalists' professionalism is vulnerable, only able to be exercised to the extent that their employers allow" (Tiffen, R The Media and Communications in Australia 2002: p36). However, both are quick to point out that content is not purely based on the opinion of proprietors.