The reciprocal thesis - culture vultures

The fourth theory is the reciprocal thesis (culture vultures) . It suggests that the media affect the audience by both forcing and reinforcing a cumulative build-up of levels and values. The media therefore have an impact on the culture of the audience; however, the media's message must also pass through and be acceptable to the audience. This is the most balanced theory and in terms of advertising it means that consumers are influenced by the advertiser but the advertiser must take account of the audience when getting the message across. (Alan H. Anderson and David Kleiner, 1995)

Please see the other complementary articles to the reciprocal thesis.