LO6 - Encoding Decoding

Encoding/decoding model (Start Hall, 1980)

Ideology- allows the value of the media product

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 the ideology of producers message is agreed with in general, although the message is renegotiated or picked apart by the audience, and they may disagree with certain aspects. 

Oppositional reading - Where the producers message in understood, but the audience with the ideological perspective in every respect.  

FHM1

Preferred meaning - is the female form, target audience being young men 16-35, seductive to heterosexual male, heterosexual female believe that is the ideal body type. 

Negotiated meaning - This would be people that agree that she has a great body but would also pick things out like how it is fake or other things that are around the front cover.

Oppositional meaning - These readers would disagree for some feminists would believe that women should not been objectified through their body being shown and being sexually shown.  

The Sun 

Preferred meaning - the muslim religion would feel offended and it is shown that the British are dangerous to the religion. 

Negotiated meaning - people think it is bad to portray muslims in that way because not all are like that.

Oppositional meaning - muslims will feel offended with the title and see that it is only the papers that portray this sighting and use these specific offensive words. 

Kids outdoors advert 

Preferred meaning - the people would see it as a good thing that this advert is about for then children will be outside more and it will be implied to happen more and play less video games. 

Negotiated meaning - a child is pursued as a prison inmate making them seems as if they have no freedom and are being forced to stay indoors however this is not correct for they are allowed to go outside but choose not too from there is more technology so children want to experience it more. 

Oppositional meaning - technology is good for children and going outside can be dangerous with what is occurring at the moment so staying inside is more safe and smarted especially with COVID-19 being present.  

(Passive audience theory) Hypodermic syringe - implies media have an negative impact. (Adorno and Horkheimer, 1947) 

Vance Packard (1957) Hidden Persuaders - how advertising controls people

Mean world syndrome 

Cultivation theory (Gross and Gerbner, 1976)

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