ABSTRACT
Although some scholars, such as Joseph Turow (1992), argue that fields such as cultural studies fail to give adequate consideration to other well-established perspectives, such as his own industrial perspective, there can be little doubt that the explanatory power of cultural studies can prove invaluable in the interpretation and explication of media productions as salient and influential cultural creations and in discovering the range of interplay between viewers and media through the new cultural meanings that are created.
