What Are the Three Options Audience Members Have When Decoding

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The Answer is They can choose the dominant, or hegemonic, reading, the one that the media producer likely intended and the one most people would recognize as common sense or natural. They can select an oppositional reading in which they recognize the codes being used but reject them for their own meanings. They can also choose a negotiated reading, largely accepting the dominant meaning but adding certain variations.

What Are the Three Options Audience Members Have When Decoding

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