Ideologies and Values.
Dominant reading - The reading media producers hope the audience will take from the media.
Negotiated reading - Audienes acknoledge the preferred reading, but modify it to suit their own values/opinions.
Oppositional reading - Audience members from outside the target audience reject the preferred reading completely and make their own opinions.
Active audience thory has been critisied harshly in part beause it seems to suggest mporal relaivism. If every meaning is up for neotiaion, there are no absolute truths.
An instituion is any organisation operating in the media.
Ideology is tied to audience.
Ideological dicourse: The views taken on hese subjects from the basis of our social rules and practice:
- Nationalism/National Identity
- Left Wing/Right Wing Politics
- Public/Personal Reality
- Crime and Punishment.