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 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.
Magazines. Belch and Belch divide magazines into three varieties: consumer (., Reader's Digest, Newsweek, People ), farm (., Farm Journal, National Hog Farmer, Beef ), and business (professional, industrial, trade, and general business publications). Magazines have several strengths, including audience selectivity, reproduction quality, prestige, and reader loyalty. Furthermore, magazines have a relatively long shelf life — they may be saved for weeks or months, and are frequently reread, and passed on to others. Magazine reading also tends to occur at a less hurried pace than newspaper reading. Health messages, therefore, can receive repeated exposure.