The broadcasting, print, advertising and entertainment industries, collectively known as the 'mass media', are powerful because of their capability to permeate every segment of contemporary society and often influence how the public view themselves, their neighbours, their communities and their world. The mass media is society's ultimate conduit of information, presenting and interpreting local, national and international events. Its coverage can sometimes influence societal attitudes and opinions on a vast range of issues. People rely on the media, through factual and fictional representations, to keep them informed and entertained. Thus, according to Roberts and Stalens (1997), their perceptions of some events may be based upon what they see portrayed on their screens, or read in newspapers, books and magazines. Therefore it could be said that the mass media has the capacity at its disposal to idolise, lionise or even demonise certain sections of society. It is this potentiality for societal influence that will be the primary focus of this paper, its stated aim being to answer the question: "To what extent are cults portrayed as dangerous within Australian Society"? …
