An interview with Professor Bob Franklin (author of several influential books on media including: Newszak and News Media, (1997), Packaging Politics, (1994) and more recently Pulling Papers Apart (2011). Bob's concise and lively commentaries on the media begin in this section with an introduction to the complex processes of media influence and audience effects models. This video was edited and produced by Dr Steve Spencer at Sheffield Hallam University in 2008. While some of the issues relate to the government of the day (New Labour) they are nevertheless equally relevant today.