The media has the power to shape public opinion and change perceptions. Every day millions of people around the world consume at least one form of the media, whether voluntary or involuntary.

But why is the media so powerful?

Is the media simply a mirror to the world? Or is the media all powerful and capable of brainwashing the masses to radically alter their behaviour, values and beliefs?

This question is central if you want to harness the power of the media to build or manage perceptions. The media can be a powerful entity, but this doesn