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Media Ritual Research is described by Ruddock (2017) as the established connection between research in media industries and the research in media end users (p. 118). In other words, studies are completed to understand how the media industry researches, shapes, and delivers the information, then there are studies that analyze how end users receive, negotiate, and critically think about the information received. While they are two separate research studies, Media Ritual Research identifies the connection that influences one to the other in both directions. As end users help to determine how media will deliver information, such as TV or social media, the industry shapes the collective thinking of the end user group by providing information with strategic thought in its delivery. This way of thinking about the bigger picture allows the researchers to understand the need to navigate within the entire communication process to get a full grasp of the entire messaging that is taking place. Ruddock (2017) provides more understanding by stating that it is how media connects ordinary people to culture and society, thereby making the connection that the individual end user is not the outcome but rather its integration of the message to shape culture (p. 109).