Serra seems to think everything he says in this is right, but really it is opinion. By asserting his opinion in this way, he successfully makes it seem like a fact. His audience has to really think about what they are reading. Overall, he makes some good points, but there are some things I completely disagree with. As an advertising & publi relations major, I disagree that television is the only form of mass communication. It may be the best form in some peoples' opinions, but there are certainly other ways to reach groups of people like billboards, magazines, etc.
I think it's cool that Serra says that the consumer pays to be a subject of advertisements. It is also true that what is selectively shown on television is what we know- we are a product of TV programming.
Watching the text got boring and redundant after a while, but I guess he made his point.
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