“A focus on the meaningful and socialogical side of Media Studies also means that we are required to discourage the self-indulgent and pointless textual analysis which was once central to the average Media Studies textbook. Occasionally some commentators do manage to make interesting observations about the composition or meaning of a particular culturally significant text. But requiring our students to make pretentious statements about trivial aspects of unimportant bits of media content was always a silly idea, and bound to draw sharp and reasonable attacks from critics of the discipline. The defence that this activity is parallel to what they do in Literature Studies was correct, but its often a waste of time there too. Our students should at least have an ambition to be on the front line of creative activity – not following along behind, making comments to an audience of no one” – location 1080, Media Studies 2.0.