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April 26, 2018 / C H Thompson

Cultural effects model

  • The terms discussed below came from Morley’s (1980) GMG study of the BBC 1 programme Nationwide
  • Preferred or dominant reading – audiences decode in the way they were encoded in the first place – all benefit claimants are scroungers
  • Negotiated reading – audiences often find exceptions to dominant readings which fit their world view – claimants tend to be bad but a few exceptions deserve welfare
  • Oppositional reading – audiences reject dominant readings
  • Morley suggests audience readings stem from their age, gender, sexuality etc



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