LO6 - Encoding and Decoding

 Three points that an audience can view a media product. 

Preferred Meaning - an audience generally accepts the dominant viewpoint of the story. We know products are 

Negotiated meaning - When the ideology  of the producer's message is agree with in general, although the message is negotiated or picked apart by the audience, and they may disagree with certain aspects. 

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

  

Muslim convert beheads woman in garden 

Preferred reading - They would turn against the woman and think it’s dangerous. It’s also linked with a picture of Kim Kardashin 

Negotiated reading - They would say that Muslims shouldn’t be portrayed in the way that they are. 

Opposition reading - Death shouldn’t be