LO6: Encoding / decoding

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 producer's message is agreed with in general, although the message is negotiated or picked apart by the audience, and they may disagree with certain aspects.

Oppositional reading - Where the producer's message is understood, but the audience disagrees with the ideological perspective in every respect.

- This magazine shows negative representation towards masculinity and male body image.

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