Abstract
Understanding the impact of interaction with mass media requires conceptualizing media as an institutionalized social form employed to manage various kinds of social affairs. A critical feature of this overall process is the grammatical character of media interaction, particularly its rhythm and tempo. In interaction between audience and media, rhythms and tempos become established in everyday life routine. Consequently, media analysis as a sociology of knowledge question is important not only for discerning public beliefs and behavioral strategies but also for the temporal character of social life.
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