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Innovative technologies and new media have not changed the fundamental principles of mass communication. Both direct and indirect strategies are employed in order to make manipulation, agitation and propaganda effective. We will identify and discuss these strategies on the basis of numerous examples, especially feature films, in their historical development up to the present day. The contributions to this workshop will also present various perspectives on the question of how mass media reach recipients in the intended manner in today's highly communicative, information-packed environment.