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The aim of this project is to develop a robust methodological translation of the insights of 'culturalist' theoretical positions in communications studies as an alternative through which to approach contemporary media research. The focus is on engagements with alcohol advertising. In Aotearoa/New Zealand, as internationally, there is a significant body of publicly-funded research examining how alcohol advertising affects audiences. However, this thesis contends that important questions need to be asked about the adequacy of these (dominantly positivist) investigations. A review of local research identifies that in theoretical and methodological terms the majority of these studies are riddled with tensions and contradictions. In addition, when located within the context of wider developments in contemporary communication studies, an important epistemological gap is highlighted as requiring attention and debate. Comparison of this local review with international studies highlights similar concerns, particularly around 'effects' driven research, the adequacy of dominant positivist models, and the need to examine epistemological alternatives that can encompass meta, meso, and micro forms of enquiry. A discursive-theoretical approach is then argued as an epistemological alternative that is highly congruent with contemporary communication studies, which, if more robustly translated through methodology and method, could provide a very solid 'culturalist' alternative framework for media research. Taking a contrastive, multi-voiced, context-based approach, the present research focuses on connections, divergences, or disjunctions between different participants' interpretations of, and responses to, themes, ideas and positions they perceive as existing in the ad-texts, and themes and ideas on offer about alcohol in the wider social context. Using a methodology I describe as 'Discursive Sonar', this research highlights the socially located, interpretative complexity of advertis