Culturalist theory

Culturalist theory - by linguists (people who study...

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Culturalist theory The  culturalist theory , developed in the 1980s and 1990s, combines the other two  theories and claims that people interact with media to create their own meanings out of  the images and messages they receive. This theory sees audiences as playing an  active rather than passive role in relation to mass media. One strand of research  focuses on the audiences and how they interact with media; the other strand of research  focuses on those who produce the media, particularly the news.  Theorists emphasize that audiences choose what to watch among a wide range of  options, choose how much to watch, and may choose the mute button or the VCR  remote over the programming selected by the network or cable station. Studies of mass  media done by sociologists parallel text-reading and interpretation research completed 
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Unformatted text preview: by linguists (people who study language). Both groups of researchers find that when people approach material, whether written text or media images and messages, they interpret that material based on their own knowledge and experience. Thus, when researchers ask different groups to explain the meaning of a particular song or video, the groups produce widely divergent interpretations based on age, gender, race, ethnicity, and religious background. Therefore, culturalist theorists claim that, while a few elite in large corporations may exert significant control over what information media produces and distributes, personal perspective plays a more powerful role in how the audience members interpret those messages....
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This note was uploaded on 11/21/2011 for the course SOCI 101 taught by Professor Staff during the Fall '09 term at Texas State.

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