Media may cause relative deprivation. In todays society even the poorest groups have media access. The media emphasises & presents images of a highly materialistic 'ideal life' (eg hauls & abundance of adverts) LR argues that the marginalised, poorest groups feel excluded as they cannot afford these material goods through legitimate means, and suffer from relative deprivation. Therefore, these groups turn to illegitimate means, crime, to aquire this same materialistic lifestyle.