encoding and decoding

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6 Terms

1
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Encoding and decoding theory (audiences)

  • active audiences

  • Texts are encoded with messages and decoded by audiences

  • Texts are open to alternate meanings and interpretations

2
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Encoding and decoding theorist

  • hall

3
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What are the 3 parts of halls reception theory

  • negotiated

  • oppositional

  • preferred

4
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Negotiated

  • where the reader recognises the intended meaning

  • but may not entirely believe or accept the message

5
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Oppositional meaning

  • view understands texts meanings and values

  • Chooses to reject them

6
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Preferred meaning

  • intended by author