Media Culturalist theory

       One of the most influential sociological perspectives that define the role of media that exists is Culturalist theory. The theory is to an extent an inter-mediation between its co theories. In contrast to Limited effects theory and class dominant theory, it makes the audience an active role player in media. It speaks and exaggerates the significance of audience or onlookers in media. As it propounds that the spectators are free to carve and derive the meaning out of the content provided by the media. It contrast with the limited effects theory on the bases that media does provide an opportunity to audience to be the opinion leaders.

            Secondly, it says one strand focuses on the audience and there form of interaction with media; and other strand of research focus on the makers and stake holders of media. Theorists also laid stress over the active role played by the audience by their choice for the content, as they have large variety and options to choose what to watch and how much to watch. They have easy gadgets through which they can easily stop the utilization of media or access to it. Linguists has also pondered and thought about the concept of theories and has expounded that end users or the audience interpret and understand differently as per their own pondering and interpretation of the content they choose to watch.