The tremendous impact and potential of mass media must be put to work efficiently before it is too late. The mass media can increase dissatisfaction with the status quo and move the world forward; they can lessen dissatisfaction and provide bases for understanding existing values and goals; they can give the world an understanding and stimulation in a totally new structure of communication resources. Some crucial areas where mass media could have great effect are the inner-city vs. suburbs struggle, formal education, international communications, and inter-group communications. The controllers of the communications industry are in a position of great responsibility. (Author/RH)