(?) say that the media is more diverse as the cultures are now available to everyone. Gans emphasises cultural choices available today.
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Card 7
Front
This theory argues that the media provides us with cultural artefacts, allowing us to forge our own identities through consumer choice. The internet and technology has enabled us to create our own cultures.
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Card 8
Front
Who rejected the idea of passive audiences. This person argued the three ways of interpreting messages were dominant (just accepting the message), negotiated (partial) and oppositional (rejection).
