LO6 Encoding and decoding

 Stewart Hall

Audiences have a different reading on a product based on their upbringing, culture and political standpoint.

Preferred reading- Accept what is told 

Negotiated reading- what the ideology of a product messages is agreed with general however picked apart by the audience.

Opposition reading-where the message has been communicated scatted and the audience hate the ideology

Active audience theory-

The preferred meaning for FHM magazine could be that this woman is a model and most men like her body. Ideological beliefs that ideal beauty is what Lindsey Pelas looks like. For a heterosexual male that is an ideal woman and for a heterosexual female that is what they wish to look like.

The negotiated meaning for the magazine could be that this model is beautiful but shows unreal body expectations towards younger generation of men and women.

The opposite reading would be that they hate the idea of this model due to its body expectation it puts on women as many young women could take this in the wrong way

The sun-

The preferred meaning for this would be that islam makes people dangerous and muslims are brainwashing British people into converting, links to terrorism and scares the general public.

The negotiated meaning for this would be not all muslims are dangerous and the only reason muslims are seen as a dangerous is due to bad press.

The oppositional reading is that people should't be prejudice towards muslims just because of a small minority of bad people it also shows that the media is demonising muslims.

Free the kids AD-

The preferred meaning for this is that children are too busy with technology that they don't go outside as much as inmates also it indicates that children are becoming less sociable as they don't go outside often at all.

The negotiated meaning for this