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A major strength of cultural studies research is that researchers can more easily examine the ties between media messages and the broader social, economic, and political world since such research is not bound by precise control variables. For instance, social science research on politics has generally concentrated on election polls and voting patterns. But cultural research has broadened the discussion to examine class, gender, and cultural differences among voters and the various uses of power by individuals and institutions in positions of authority.

Yet just as social scientific media research has its limits, so does cultural studies media research. Sometimes cultural studies have focused exclusively on the meanings of media programs or “texts,” ignoring their effect on audiences. Some cultural studies have tried to address this deficiency by incorporating audience studies. Both social scientists and cultural studies researchers today have begun to look more closely at the limitations of their work, and to borrow ideas from each other to better assess media’s meaning and impact.