LO6- Encoding/Decoding

 Encoding/Decoding Model- Stuart hall 1980

Audiences have different readings based on their own upbringing, cultures and political standpoints. There are three 'positions' my audience might take:

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

• Negotiated reading - when 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. 

FHN:

• preferred reading- Ideal representation to what women should look like, in the position of a heterosexual man- what ideal features they want in a partner. In the position of a heterosexual woman- Laura Mulvey for the male gaze theory we see 
• Negotiated reading- people may not agree that that is the ideal woman or may be gay.
• oppositional reading- people (mainly feminists) may say women shouldn't be objectified. 

The Sun 'Muslim convert beheads woman in garden':

• preferred reading- that muslims as a group are dangerous and a threat to society.
• negotiated reading- might be the truth but they didn't need to include the religion of the killer as that doesn't really play a part in it as the religion doesn't have any link to the killing. 
• oppositional reading- you can't judge a whole religion based on one person. it would offend muslims.

Persil advert:

• Preferred reading- Children need to get outside more.
• Negotiated reading- don’t believe that persil cares about children, facts could be fake, wrong timings in prison.
• Oppositional reading- scared to let kids outside, completely don’t believe it, prefer a different washing powder.

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