In His Study of British Television, the Nationwide Audience, David

question 5

Multiple Choice

In his study of British television, The Nationwide Audience, David Morley argued that the success or failure of a television program "in transmitting the preferred or dominant meaning will depend on whether it encounters readers" with "codes and ideologies derived from other institutional areas (e.g. churches or schools) which correspond to and work in parallel with those of the program or whether it encounters readers" with beliefs "drawn from other areas or institutions (e.g. trade unions or 'deviant' subcultures) which conflict to a greater or lesser extent with those of the program." Which theory of mass media consumption is Morley using?

• A) the hypodermic needle theory
• B) the uses and gratifications paradigm
• C) the spectatorship paradigm
• D) the encoding/decoding model
• E) the magic bullet theory

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Definitions:

Changing Behavior

The process of modifying actions, reactions, or habits through various strategies, often with the aim of improving health or social outcomes.

Administration

The management or execution of organizational tasks or the people who perform these management duties.

Management

The process of dealing with or controlling things or people, often within an organizational setting, including planning, organizing, leading, and controlling resources to achieve specific goals.

Social Casework Services

Professional assistance provided by social workers to individuals, families, and groups to help them cope with and solve personal and social problems.