Reception Theory Flashcards
1
Q
Dominant/preferred reading
A
Consumer agrees with the encoded message
2
Q
Negotiated reading
A
Reader understands some ideas but rejects others
3
Q
Oppositional reading
A
Consumer rejects message OR ignores it
4
Q
Audience
A
Anyone consuming the media
5
Q
Producer
A
Company paying for the media
6
Q
Encoded
A
The way a message is put into text/media
7
Q
Decoded
A
How the audience can understand or interpret a message
