In talking about hegemonies, Lull brings up the point that through their control of mass media markets, certain groups have the control to get their messages out and in a sense control the way the public thinks through their consumption of this media. But with all the different corporations with multiple views and interests on issues that have access to media outlets, doesn't it appear as though consumers of the media often get both sides of every argument or issue? And if different views of an issue are not directly given to them is it the responsibility of the consumers to critically analyze the media which they are consuming?