A general term for the body of institutions and relationships within which a large relatively large group of people live . Widespread use: culture is music, literature, painting and sculpture, theatre and film. Concept 2: considering differences/commonalities between high culture , popular culture and folk culture . Allows us to share in and understand society and culture. E. g. problem: foreign media might overtake local media leading to a loss of local media. How do we define local": social roles of the media, a political role. Politics: the process through which people make collective decisions, often preceded by public discussion. Media offers places for debate and discussion, also provides information on issues and events (the concept of the public sphere) For ex does media ownership grant permission to cnotorl editorial perspective. Freedom of information vs. privacy concerns: an economic role. The media are major industries: tv, film, music, telecommunications, newspaper, etc.