audience decoding

Question 1

types of reading: preferred, negotiated, oppositional, aberrant

Answer 1

Preferred reading (also known as dominant): This is when the producer picks and chooses how they want their audience to view the media text. Oppositional reading: This is when the audience create their own meaning for the text and ignore the preferred reading that the producer is trying to portray.

Question 2

open and closed texts- polysemy

Answer 2

closed texts encourage a single interpretation (preferred) and open texts encourage multiple interpretations. polysemy is where a text has multiple meanings for example in the movie US the film title and movie cover is interpretative as it shows simply a person holding a mask however it also suggests duality in the way that the mask is another version of ourselves intertextualising ‘dr jekyll and mr hyde’

Question 3

intertextuality

Answer 3

describes the relationship between media products where one text references another text by reusing some of its ideas and meanings. for example the scary movie intertextuales the movie scream by using the same costume

Question 4

passive and active viewing-stuart hall

Answer 4

a passive audience is an audience which accepts the messages encoded in a media text without challenge, they are likely affected by things like the hypodermic syringe model and fake news. whereas an active audience engages, interprets and responds to a media text in a different way and is capable of challenging the ideas encoded in it.