LO6- Encoding/decoding

Stuart hall (1980)

Audiences have different reading based on their own upbringing, culture, political standpoints. There are three 'positions' an audience may take. 

Preferred reading- an audience generally accepts the dominant viewpoint  of the story (dominant ideology- values and beliefs) We know products are mediated- careful selection to encourage audience to think a certain thing.

Negotiated reading- where to ideology of producers message is agreed with in general, although the message is negotiated or picked apart by the audience, and they jay disagree with certain aspects.

Oppositional reading- When the producers message is understood, but the audience disagrees with the ideological perspective, in every aspect. 

Active audience- people react differently to media products. 

Corporate social responsibility- where a large consumer company aim to show they care about society, however this is very often used to sell products.

Product- FHM Magazine- Preferred meaning- ideal female figure and form for a heterosexual male.

Negotiating reading- Males would think the women is very attractive but some women might think it is degrading to women. 

Oppositional reading- Feminists would say that women shouldn't be objectified and sexualised because of their body. 

Product- Sun Newspaper- preferred reading- Makes muslims look dangerous. 

Negotiating reading- People will think that it is bad to portray muslims that way.

Oppositional reading- Muslims will feel offended as the title looks as if it is describing the whole religion as being aggressive. 

Product- Advert- Preferred reading- Children spend too much on video games which is damaging for their health. The title portrays that kids are being imprisoned in they homes.

Negotiating reading- Kids should do what they want to make them happy