The present paper proposes a basic conceptual framework for my thesis and can be considered a first draft for a theory part. In the first section, I review sociological approaches to media – mainly from the field of Cultural Studies –, focusing on the level of media text. In the second part, I deal with theoretical conceptions of subjectivities und subjectivation in (post-structuralist) cultural sociology and try to link them to the approaches reviewed in the first part. Drawing from praxeological concepts of religion, I deal with the construction of “subject models” – understood as templates for desirable and legitimate subjectivities – in religious (media) discourse in the final part.