1. Production (encoding of message), meaning structure 1 (insertion of intended/ preferred meaning, by person/ institution
2. Circulation (dissemination of message/ program), has been produced→ is sent, meaningful discourse
3. Distribution/ consumption or use (decoding of message), audience receives
1. (Re)production (effect of message), decoding, meaning structure 2, three reading positions: dominant-hegemonic (= meaning 1), negotiated (in between), oppositional (opposite of meaning 1), who watches? What resources do they have?