The mass communication universe is full of these discordant interpretations; I would say that variability of interpretation is…

“The mass communication universe is full of these discordant interpretations; I would say that variability of interpretation is the constant law of mass communications. The messages set out from the Source and arrive in distinct sociological situations, where different codes operate.… And yet I believe it is wrong to consider the battle of man against the technological universe of communication as a strategic affair. It is a matter of tactics.… So for the strategic solution it will be necessary, tomorrow, to employ a guerrilla solution.… The battle for the survival of man as a responsible being in the Communications Era is not to be won where the communication originates, but where it arrives.”

–Umberto Eco, ‘Towards a Semiological Guerrilla Warfare’