The cultural approach has its roots in the humanities, in anthropology and in sociolinguistics. While very broad in potential, it has been mainly applied to questions of meaning and language, to the minutiae of particular social contexts and cultural experiences. It is more likely to be 'media-centric' (although not exclusively), sensitive to differences between media and settings of media making and reception, more interested in the in-depth understanding of particular or even unique cases and situations than in generalization. Its methods favour the qualitative and depth analysis of social and human-signifying practices.