sentences:  Though the influence on media studies remains, later thinkers have criticized this emphasis on structure over agency, because it neglects the ability of audiences of this media to question the prevailing notions represented.Thinkers such as John Fiske have looked at how audiences use popular media to get their own enjoyment from them, claiming, in a diametrically opposed fashion to much other media theory, that popular media, and thus the popular culture they are both part of and help create, can actually be progressive as audiences struggle to use these media for their own individual purposes, and the media then shift to accommodate these purposes.For Fiske this happens through a process of what he calls “incorporation and excorporation,” a process by which social meanings are mediated by the dominant and subordinate members of a society in an ongoing struggle.