We, of course, not only produce a world; we produce as many as we can, and we live in easy or painful transit between them. This is the problem Alfred Schutz (1967) analyzed as the phenomenon of “multiple realities.” I cannot treat this problem here, but I must add that some such perspective on the multiple nature of produced reality is necessary in order to make any sense of the rather dismal area of communicative “effects.” ↩

James W. Carey, Communication as Culture: E…, loc. 125982