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  • Audience
    • Stuart Hall - 3 ways to decode a media text
      • Oppositional reading
        • Preferred meaning = recognized. BUT rejected for political/cultural meanings
      • Negotiated reading
        • Reader agrees with some aspects not all
      • Preferred dominant reading
        • The way the producer of the text intended it to be understood
    • Katz and Lazarfield
      • Two-step flow
        • OPinion leader - Mark Kermode - generates public
          • Public listen to opinion leader
    • Katz and Blumbler
      • Uses of gratification - 4 elements of why we watch a media text
        • Diversion - escapism new reality
        • Surveillance - love of watching
        • Personal identification - shape who you are by watching others
        • Personal relationships - identify personally with characters


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