The dominant preffered reading always comes from the target audience

 

Encoding=Beliefs, values, ideas, visual codes, know their audience, colur, setting, text

Decoding=Audience, Halls reception theory, responce, Demographics,

Gender

Race

Age

Social class

Sexual Orientation

 

Experiences, culture, religion

Fearful people are more dependant, more easily manipulated and controlled , more susceptible to deceptively simple, strong, tough measures and hard-line postures…They may accept and even welcome repression if it promises to relieve their insecurities -George Gerbner

 

Repression-cutting something out of you life, lack something

Phsical-sex

Phscological

beliefs

 

Cultivation Theory, george gerbner

The idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around (i.e. cultivating particular views and opinions)

-The idea that cultivation reinforces mainstream values (dominant ideologies).

 

Opinion Leader-Those in positions of power who aim to persuade an audience of their point of view. For example, these may be the editors of newspapers.

 

Give an example of how the Daily Mirror could be said to be an opinion leader.p.105

The Daily mirror is the leftwing of tabloid, and could be said to be an opinion leader, they show their oppinions on the front cover of there newspaper like on the trump story which could influence the audiences perspective on the issue.

 

Power and media industries curran and seaton

 

The idea that the media is controlld by a small number of companies primarily driven by the logic of profit and power. Think Trump, Murdoch, Zuckerberg

.The idea that media concentration generally limits or inhibits variety , creativity and quality.

.The idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media and productions.

 

Power and media industries-curran and seaton The trinity group have maintained their position in the UK market despite falling sales of the Daily Mirror and other mainstream titles by diversifying in regional news. This diverse pattern of ownership has allowed them to create the conditions for more varied and adventurous media products.